Lululemon has been raising its profile in big-name sports, including a 2024 partnership with the NHL and its growing roster of sports-linked spokespeople, including PGA golfers Min Woo Lee and Max Homa, ATP tennis pro Frances Tiafoe and NFL player DK Metcalf. Now the athleisurewear mainstay will seek to score a touchdown with licensed apparel products for all 32 National Football League (NFL) teams.
Beginning Oct. 28, fans can purchase the items online at the NFL Shop, Fanatics or individual teams’ retail locations. The assortment features core Lululemon products from its Steady State men’s label as well as signature women’s styles fromm the Define, Scuba and Align lines, among others.
Lululemon has been facing increasing competition from brands including Alo Yoga and Vuori in recent years. The brand’s CEO, Calvin McDonald, speaking at the NRF Big Show earlier this year, outlined multiple growth paths for Lululemon, including expanding its men’s business, which currently generates 25% of Lululemon’s sales.
“True NFL fans wear their pride,” said Celeste Burgoyne, President, Americas and Global Guest Innovation at Lululemon in a statement. “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.”
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“It really is about enabling our existing guests to be able to now wear Lululemon in arenas and stadiums, but it’s also about a new guest and expanding and really connecting our worlds in order to grow our guest base,” Burgoyne said to CNBC.
Reinforcing the connection among sport, fashion, fandom and community, NFL legends including Joe Montana, Nick Foles, Ryan Clark and Emmanual Acho are featured in the “Welcome to the Fam Club” brand campaign, which spotlights the families behind the athletes.
