Lululemon is partnering with the NFL to release apparel

Lululemon Partners with the NFL to Launch Team Apparel Collection

Lululemon, the popular athletic apparel brand, has announced a partnership with the National Football League (NFL) to launch a collection of team-branded apparel and accessories for all 32 NFL teams. This marks the first time Lululemon has offered officially licensed products for the NFL or any of its franchises.

The collection, set to launch on Tuesday, will feature a range of men’s and women’s apparel and accessories, including some of Lululemon’s most popular products such as Steady State and Define. The partnership is a significant move for Lululemon, which has been expanding its reach into the sports and performance market in recent years.

Expanding into Sports and Performance

Lululemon has made a notable push into sports and performance, partnering with the National Hockey League (NHL) last year to release team-branded items. The brand has also grown its roster of sports-linked ambassadors, including PGA golfers Min Woo Lee and Max Homa, ATP tennis pro Frances Tiafoe, NFL player DK Metcalf, and NHL player Connor Bedard. Earlier this year, Lululemon named F1 champion Lewis Hamilton as an ambassador, marking one of its biggest partnerships to date.

Celeste Burgoyne, president of Lululemon’s Americas division and global guest innovation, sees an opportunity for the brand to provide high-quality, premium products for sports fans. “It’s about enabling our existing guests to wear Lululemon in arenas and stadiums, but it’s also about expanding our guest base and connecting our worlds,” she said.

A New Opportunity for the NFL

The partnership with Lululemon is another opportunity for the NFL to broaden its reach for team gear, according to NFL CRO Renie Anderson. “We want to create a variety of products for all fans, from casual to classic styles,” Anderson said. “It’s all part of the ecosystem of passion and love for the sport and your club, and the ability to express yourself in a cool, casual, and fashionable way.”

The new items will be available on the league’s e-commerce site, team retail locations, and via Fanatics, which has a longstanding partnership with the NFL and holds the league’s consumer product licensing rights around fan gear. Andrew Low Ah Kee, CEO of Fanatics Commerce, notes that there is a growing demand for premium sports apparel, and the partnership with Lululemon is a response to this trend.