Prime Highlights:
- Lululemon has teamed up with the NFL and Fanatics to launch a new premium collection featuring all 32 NFL teams.
- The partnership marks Lululemon’s first-ever officially licensed NFL products, expanding its presence in the sportswear market.
Key Facts:
- The new collection includes men’s and women’s apparel and accessories from popular Lululemon lines like Define, Scuba, and Align.
- Following the announcement, Lululemon’s shares rose 5% in premarket trading, reflecting strong investor confidence.
Background:
Lululemon has joined hands with the NFL and Fanatics to launch a new premium clothing and accessories line for all 32 NFL teams. It’s the first time Lululemon is selling officially licensed NFL products.
Set to launch on Tuesday, the collection will include both men’s and women’s wear, featuring some of Lululemon’s most popular lines such as Steady State, Define, Scuba, and Align. Each item will carry the logos and branding of NFL teams, bringing together the company’s signature performance design with fan-focused sports fashion.
The announcement had an immediate impact on investor confidence, with Lululemon’s shares rising 5% in premarket trading on Monday. The move signals a deeper push by the brand into the competitive sportswear market, following its earlier partnership with the NHL and collaborations with athletes including Lewis Hamilton, Frances Tiafoe, and DK Metcalf.
Celeste Burgoyne, President of Lululemon’s Americas division, said the collaboration aims to bridge the gap between performance wear and fan culture. “It’s about giving our existing guests something new to wear in arenas and stadiums, while also reaching new audiences who want to represent their teams in a premium way,” she said.
For the NFL, the partnership strengthens its already vast merchandise ecosystem. Renie Anderson, the league’s Chief Revenue Officer, highlighted the value of variety for fans. “We want to provide options for every kind of supporter, from casual styles to premium fashion, all rooted in love for the game,” Anderson said.
The collection will be available through Fanatics, the NFL’s official e-commerce store, and team retail outlets nationwide.
Experts say the partnership is a win for both sides, combining the NFL’s huge fan base with Lululemon’s strong reputation for quality to create a new level of premium sports merchandise.
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