Lululemon Launches First NFL Apparel Collection in Expanded Partnership with Fanatics

Canadian activewear giant Lululemon has announced a major expansion of its partnership with Fanatics, unveiling an exclusive NFL fanwear collection that marks the brand’s first-ever officially licensed apparel for the league. Launching on October 28, the new line spans all 32 NFL teams, featuring elevated activewear pieces for men and women. Signature Lululemon styles such as the Steady State, Define, Scuba, and Align ranges have been reimagined with team marks, blending athletic performance with team pride. Prices range from $48 to $168, available via NFLShop.com, Fanatics.com, and at team retail and stadium stores worldwide.

Celeste Burgoyne, President of Americas and Global Guest Innovation at Lululemon, said the collaboration celebrates the deep emotional connection fans share with their teams. “True NFL fans wear their pride,” she noted. “Fan gear is more than apparel — it’s a badge of loyalty and a way to connect with a community.” The launch campaign, titled ‘Welcome to the Fam Club,’ features NFL legends including Joe Montana, Nick Foles, Ryan Clark, and Emmanuel Acho, highlighting the familial bonds and passion behind the sport.

The NFL collaboration follows the resounding success of Lululemon’s NHL collection launched last year with Fanatics, which dominated merchandising sales and saw exceptional demand for women’s products. The partnership builds on Fanatics’ strategy to expand branded and female-focused fanwear collections. With prior ventures into Formula 1 through Lewis Hamilton and Team Canada’s Olympic uniforms, Lululemon continues to strengthen its position at the intersection of sport, fashion, and fandom.

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