By
Bloomberg
Published
October 27, 2025
Lululemon Athletica Inc. has entered an association with the National Football League and sports activities merchandiser Fanatics Inc. to develop a line of fan apparel because the yoga-wear retailer searches for new avenues of progress.
The new Lululemon assortment, set to be introduced on Monday, is the corporate’s first link-up with the league. The line contains garments for all 32 NFL groups and might be bought by the NFL and Fanatics retailers, together with workforce shops, starting on October 28.
The merchandise will embody hoodies and different core merchandise throughout Lululemon’s key traces of apparel and equipment.
Lululemon has made a heavy push into aggressive sports activities over the past 12 months in an effort to push previous its yoga roots and discover new prospects. The firm is wanting for solutions to win over value-driven customers and address greater prices introduced on by harder commerce insurance policies in the US. Shares are down 53% to date this 12 months by Friday’s shut.
Last 12 months, the Vancouver-based retailer reached an settlement with the National Hockey League to begin promoting hockey fan apparel.
“We see a real opportunity to meet new guests and expand what we do,” stated Celeste Burgoyne, president of the Americas and world visitor innovation at Lululemon.
Lululemon has additionally been signing a roster of athletes, including Formula 1 champion Lewis Hamilton, tennis star Frances Tiafoe and golfer Max Homa. For the NFL line, Lululemon adverts will function soccer legend Joe Montana.
The NFL, in the meantime, has been pushing for extra collaborations because it tries to carry in extra followers, Ryan Samuelson stated, vice chairman of shopper merchandise on the NFL.
“To a lot of our fans, licensed product is the most tangible way they interact with us,” stated Samuelson.