Lululemon Partners with NFL to Launch First-Ever Leaguewide Apparel Collection

Lululemon is expanding its presence in professional sports through a new partnership with the National Football League (NFL) and Fanatics to release an apparel and accessories line featuring the logos of all 32 NFL teams. The collaboration, announced Monday, marks the first time Lululemon will offer officially licensed NFL products and represents a major step for the athleticwear company as it moves beyond its yoga-focused origins into the broader sports market.

The collection, scheduled for release on October 28, will include both men’s and women’s apparel and accessories carrying team symbols from across the league. Among the featured items are some of Lululemon’s best-known styles, such as the Steady State men’s franchise and women’s favorites including Define, Scuba, and Align. Following the announcement, shares of Lululemon rose more than 3% in morning trading on October 27.

Lululemon’s collaboration with the NFL comes as part of its wider strategy to expand its reach in performance and team sports. The company partnered with the National Hockey League last year to launch team-branded merchandise and has built a growing roster of athlete ambassadors from various sports, including PGA golfers Min Woo Lee and Max Homa, tennis player Frances Tiafoe, NFL player DK Metcalf, and NHL player Connor Bedard. Earlier in 2025, the retailer also signed Formula 1 champion Lewis Hamilton as a brand ambassador, marking one of its most prominent sports endorsements to date.

Man catching a football | Source: Pexels

Celeste Burgoyne, president of Lululemon’s Americas division and global guest innovation, said the partnership represents a natural evolution for the brand and a chance to connect with both existing and new customers through sports.

“It really is about enabling our existing guests to be able to now wear Lululemon in arenas and stadiums, but it’s also about a new guest and expanding and really connecting our worlds in order to grow our guest base,” Burgoyne said in an interview with CNBC. She added that the company aims to offer “the best product for these fans in the premium space to be able to celebrate their teams.”

Lululemon has faced headwinds in recent quarters amid shifting consumer trends and the impact of tariffs. Despite these challenges, CEO Calvin McDonald told CNBC last month that the company remains focused on innovation within its core product categories and sees growth potential in expanding into new markets and collaborations.

For the NFL, the partnership with Lululemon adds to its already extensive merchandise portfolio and provides another avenue to engage fans through premium apparel offerings. Renie Anderson, the NFL’s Chief Revenue Officer, said the collaboration supports the league’s goal of providing a diverse range of products to appeal to fans with varying tastes.

A football player pushing another | Source: Pexels

“We want to make sure we’re creating a variety, an assortment for all fans, from casual to the more classic styles,” Anderson told CNBC. “It’s all a part of that ecosystem of passion and love for the sport and your club, and the ability to express yourself that way, whether it’s fun ways with foam fingers or hats, or in a cool, casual, fashionable way.”

The collection will be sold through multiple retail channels, including the NFL’s official e-commerce site, team retail stores, and Fanatics platforms. Fanatics, which holds the NFL’s consumer product licensing rights, will manage distribution and sales of the new products. Andrew Low Ah Kee, CEO of Fanatics Commerce, said the collaboration addresses a growing demand for premium-quality sports apparel beyond traditional fan gear.

The Lululemon–NFL collaboration positions both the retailer and the league to capture a broader segment of the fan apparel market by combining performance-focused design with the growing consumer interest in high-quality, fashion-forward sportswear.