Lululemon continues to expand its reach into licensed sporting merchandise
Canadian activewear brand Lululemon is expanding its partnership with Fanatics with an elevated apparel collection for fans of the National Football League (NFL)_ continuing to expand its reach into licensed apparel for sports teams and leagues_ following the success of its multi-year collaboration with the National Hockey League (NHL)_ which debuted last year.
The new deal will see Lululemon launching an elevated apparel fanwear collection from October 28 for all 32 NFL teams_ as the activewear brand continues to reinforce its connection between sport_ fashion and fandom_ while expanding the reach of its brand.
The Lululemon x NFL collection will feature signature Lululemon pieces across men_s and women_s apparel and accessories_ including core products from its Steady State men_s franchise_ and women_s styles from its Define_ Scuba_ and Align ranges_ all featuring signature team marks.
The move marks the first time that Lululemon has offered officially licensed products for the NFL or any of its teams. Prices will range from 48 to 168 US dollars_ and will be available online at the NFLShop.com and Fanatics.com_ as well as at team retail locations_ including online and at stadium retail stores. In addition_ the collection will be available internationally on local NFL Shop sites.
Lululemon unveils debut collection with the NFL
Celeste Burgoyne_ president of Americas and global guest innovation at Lululemon_ said in a statement: “True NFL fans wear their pride. For them_ fan gear is more than apparel_ it_s a badge of loyalty and a way to instantly connect with a community that is like a family.
“We looked to honour that passionate devotion and are thrilled to be part of that ritual found throughout the NFL season.”
To celebrate the collection_ former popular NFL players_ including Joe Montana_ Nick Foles_ Ryan Clark and Emmanuel Acho_ are featured in the _Welcome to the Fam Club_ brand campaign_ spotlighting the families behind the athletes.
Lululemon first partnered with Fanatics in October 2024 to launch a premium line of fan apparel for the NHL_ initially with 15 designs for 11 NHL teams_ before expanding to a full 32-team assortment this autumn.
The move was part of Fanatics Commerce_ the leading designer_ manufacturer_ and seller of licensed fan gear_ jerseys_ lifestyle and streetwear products_ looking to produce more branded and female-focused collaborations. The response to the debut Lululemon x Fanatics x NHL collection was described as “explosive_” by Fanatics_ with the range attracting 80 percent of all NHL merchandising sales on the launch day_ with the women_s products being “hot sellers_” accounting for 40 percent of all sales.
When the expanded NHL collection was launched earlier this month_ Andrew Low Ah Kee_ chief executive of Fanatics Commerce_ said of the success: “The response to last year_s NHL x Lululemon collaboration was phenomenal - especially the demand for women_s products_ which confirmed our shared vision to elevate the fan experience.”
In recent years_ the Vancouver-based Lululemon has also expanded its reach to F1 through its partnership with seven-time Formula 1 World Champion Lewis Hamilton_ and with the Olympic and Paralympic Games by designing Team Canada's athletic uniforms.
