Lululemon Scores Partnership Deal With NFL To Expand Sports Footprint
LululemonLULU is taking its first shot at the big leagues. The athleisure retailer announced a partnership with the NFL and Fanatics to roll out officially licensed apparel featuring all 32 team logos. Shares jumped 1.8% after the news, offering a rare boost for a stock that’s fallen 51.3% this year.
- Launching Oct. 28, the collection reimagines fan gear with favorites like the Define jacket, Scuba hoodie, and Align leggings alongside men’s Steady State pieces.
- The company is deepening its push into competitive sports, following its NHL deal, and has enlisted top athletes like F1’s Lewis Hamilton, tennis star Frances Tiafoe, and golfer Max Homa.
Game plan: The NFL collaboration comes as Lululemon faces tariff pressures and shifting consumer habits that have hurt recent results. To reignite growth, the retailer plans to raise product newness to 35% of its assortment by spring 2026, up from 23%, tackling criticism of stale designs. Fanatics CEO Andrew Low Ah Kee said the sports industry has historically overserved fans in certain casual product categories but now sees “a real demand and appetite for truly premium” — a shift that fits neatly with Lululemon’s positioning.