By
Bloomberg
Published
October 27, 2025
Lululemon Athletica Inc. has entered an arrangement with the National Football League and sports merchandiser Fanatics Inc. to develop a line of fan apparel as the yoga-wear retailer searches for new avenues of growth.
The new Lululemon collection, set to be announced on Monday, is the company’s first link-up with the league. The line includes clothes for all 32 NFL teams and will be sold through the NFL and Fanatics shops, along with team stores, beginning on October 28.
The merchandise will include hoodies and other core products across Lululemon’s key lines of apparel and accessories.
Lululemon has made a heavy push into competitive sports over the last year in an effort to push past its yoga roots and find new customers. The company is looking for answers to win over value-driven shoppers and cope with higher costs brought on by tougher trade policies in the US. Shares are down 53% so far this year through Friday’s close.
Last year, the Vancouver-based retailer reached an agreement with the National Hockey League to start selling hockey fan apparel.
“We see a real opportunity to meet new guests and expand what we do,” said Celeste Burgoyne, president of the Americas and global guest innovation at Lululemon.
Lululemon has also been signing a roster of athletes, adding Formula 1 champion Lewis Hamilton, tennis star Frances Tiafoe and golfer Max Homa. For the NFL line, Lululemon ads will feature football legend Joe Montana.
The NFL, meanwhile, has been pushing for more collaborations as it tries to bring in more fans, Ryan Samuelson said, vice president of consumer products at the NFL.
“To a lot of our fans, licensed product is the most tangible way they interact with us,” said Samuelson.
