Lululemon is making significant strides in expanding its brand presence by partnering with major sports leagues, most recently collaborating with the National Football League (NFL) to launch a dedicated apparel collection for all 32 teams. This announcement follows the brand’s successful introduction of fan apparel for the National Hockey League (NHL) earlier this month, indicating Lululemon’s growing involvement in the sports community.
The new NFL collection will cater to both men and women, showcasing an array of products that include popular lines such as the Define, Scuba, Align, and Steady State collections. Renie Anderson, the NFL’s executive vice president and chief revenue officer, expressed enthusiasm about the partnership, stating, “Together with Fanatics, we are introducing an elevated collection that redefines modern fan apparel and is uniquely designed for everyday comfort.” This collaboration highlights Lululemon’s reputation for building a loyal fan base rooted in innovation and community.
Starting Tuesday, fans can purchase items from this collection on platforms like NFLShop.com, Fanatics.com, as well as in team stores and stadiums. Additionally, the collection will reach an international audience through local NFL Shop sites, significantly broadening its availability.
Celeste Burgoyne, president of Lululemon’s Americas and global guest innovation segments, emphasized the emotional connection fans have with their teams and apparel. “True NFL fans wear their pride. 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,” she stated. The campaign aims to honor this deep devotion and celebrate the rituals that permeate the NFL season.
To launch the collection effectively, Lululemon has enlisted the help of former NFL stars, including Joe Montana, Nick Foles, Ryan Clark, and Emmanuel Acho, who are prominently featured in the “Welcome to the Fam Club” marketing initiative. This campaign highlights not just the athletes, but also the families that support them, further enriching the connection between fans and their teams.
With these partnerships, Lululemon is solidifying its role in sports culture while delivering high-quality, stylish apparel that resonates with fans worldwide.