Lululemon Expands Its Presence in Licensed Sports Merchandise Market

Canadian activewear powerhouse Lululemon is set to broaden its collaboration with Fanatics, introducing a premium apparel line tailored for National Football League (NFL) enthusiasts. This follows the brand’s fruitful venture with the National Hockey League (NHL), which launched last year.

Beginning October 28, Lululemon will unveil an exclusive fanwear collection representing all 32 NFL teams. This initiative is part of the brand’s ongoing strategy to intertwine sports with fashion, capitalizing on its growing presence in licensed sports attire.

Insights into the New Collection

The Lululemon x NFL lineup will incorporate popular items for both men and women, featuring key pieces from its Steady State collection, along with women’s selections from the Define, Scuba, and Align ranges. Each item will display distinct team logos.

This collection marks Lululemon’s inaugural offering of officially licensed NFL merchandise, with prices ranging from $48 to $168. Shoppers can find the collection online at the NFLShop.com and Fanatics.com, as well as at local team retail locations, including stadium shops.

Celebrating the Launch

Celeste Burgoyne, president of Americas and global guest innovation at Lululemon, expressed enthusiasm about the new collection. She noted that for true NFL followers, fan apparel symbolizes loyalty and offers a way to connect with a community.

To promote the collection, former NFL stars like Joe Montana and Nick Foles will feature in the ‘Welcome to the Fam Club’ campaign, which highlights the families supporting these athletes.

Lululemon initially partnered with Fanatics in October 2024 to create a high-end fan apparel line for the NHL. This collaboration quickly expanded to cover all 32 NHL teams, underlining its commitment to connecting fashion with sports fandom.

As such endeavors grow, Lululemon aims to solidify its status in the world of licensed sports apparel. Are you excited to check out the new collection?