The Lululemon athletic apparel retailer has entered into an apparel production partnership with American football's NFL.
Through a tie-up unveiled yesterday, an apparel collection is being launched, marking the first time Lululemon will be able to offer licensed products for either the NFL itself or for any of its 32 teams.
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The collection is set to feature "iconic Lululemon pieces across men's and women's apparel and accessories, all proudly showcasing signature team marks."
It has been launched alongside Fanatics, the e-commerce and merchandise giant that is a major NFL partner.
From today, fans will be able to access this new collection via the NFL and Fanatics online stores, as well as via team-specific outlets (online as well as in-stadium).
As well as this, the collection is set to be available worldwide, through local versions of the NFL Shop.
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By GlobalDataA series of NFL icons and former legends, meanwhile, will form part of the brand marketing campaign for the new collection.
Renie Anderson, executive vice president and chief revenue officer at the NFL, has now said: "Together with Fanatics, we are introducing an elevated collection that redefines modern fan apparel and is uniquely designed for everyday comfort. Lululemon boasts a loyal fan base built on culture, meaningful connections, and innovation, qualities that thoroughly reflect the NFL.”
In terms of its US sports presence, Lululemon already has experience in working with Fanatics – in November 2024, it tied up with that firm to create a line of fan apparel for North American ice hockey’s top-tier NHL.
Fanatics' long-standing relationship with the NFL, meanwhile, sees it serve as the league’s official international game retail operator and global e-commerce partner.
That deal sees Fanatics produce and distribute NFL fan and lifestyle apparel globally.
The NFL’s 10-year partnership with Fanatics began in 2020 and will run through the 2029-2030 campaign, with the e-commerce heavyweight granted exclusive consumer product licensing rights to manufacture and distribute all products designed by Nike, the US sportswear giant that is the NFL’s official apparel partner.
Furthermore, in September, the tie-up was deepened when Fanatics became a sponsor of the NFL's games this year in Dublin (September 28) and London (October 5).
