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Lululemon and The National Football League (NFL) have announced a new apparel collection for fans of all 32 teams, marking the first time the retailer has produced officially licensed products for the league.
Developed in partnership with Fanatics, the range includes men’s and women’s clothing and accessories featuring team branding. The collection incorporates several of Lululemon’s core products, including Steady State styles for men and the Define, Scuba and Align lines for women.
Renie Anderson, executive vice-president and chief revenue officer at the NFL, said the collaboration aimed to update traditional fanwear.
The collection will be available from 28 October through NFLShop.com, Fanatics.com, and team retail stores, including stadium outlets and international NFL Shop sites.
Celeste Burgoyne, president of the Americas and global guest innovation at Lululemon, said the partnership was intended to reflect fans’ connection to their teams.
A marketing campaign, “Welcome to the Fam Club”, featuring former players Joe Montana, Nick Foles, Ryan Clark and Emmanuel Acho, will accompany the launch.
Anderson said: “Together with Fanatics, we are introducing an elevated collection that redefines modern fan apparel and is designed for everyday comfort.”
Burgoyne added: “We looked to honour that passionate devotion and are pleased to be part of the ritual that defines the NFL season.”
