Lululemon Athletica is partnering with the National Football League (NFL) to launch its first officially licensed collection, marking a major step in the activewear brand’s expansion beyond its yoga and fitness roots.
The collaboration will feature men’s and women’s apparel and accessories showcasing the logos of all 32 NFL teams.
The collection goes on sale 28 October via NFLShop.com and Fanatics.com, which holds the league’s consumer product licensing rights, as well as at NFL team stores, stadium retail outlets, and their associated online shops.
The range incorporates Lululemon’s signature styles, including pieces from the Steady State men’s line and women’s favourites such as Define, Scuba, and Align, designed with the brand’s hallmark focus on comfort, versatility, and performance.
“Together with Fanatics, we are introducing an elevated collection that redefines modern fan apparel and is uniquely designed for everyday comfort,” said Renie Anderson, executive vice president and chief revenue officer at the NFL, in a statement.
“Lululemon boasts a loyal fan base built on culture, meaningful connections and innovation, qualities that thoroughly reflect the NFL.”
To promote the launch, the partners unveiled a campaign titled “Welcome to the Fam Club,” featuring NFL icons Joe Montana, Nick Foles, Ryan Clark, and Emmanuel Acho.
The campaign celebrates the families behind the athletes and the shared sense of community among fans.
“True NFL fans wear their pride,” said Celeste Burgoyne, president of Americas and global guest innovation at Lululemon.
“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.”
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