Lululemon Hits the Gridiron with a 32-Team NFL Collab

With input from CNBC, FOX Business, and Bloomberg.

Lululemon is swapping yoga mats for yard lines. The Vancouver brand is teaming up with the NFL — and retail powerhouse Fanatics — to drop a new collection of apparel and accessories stamped with the logos and colors of all 32 teams. It’s the first time Lululemon has produced officially licensed gear for the league, and the timing is unmistakable: sports is the company’s newest growth lane.

The rollout starts Tuesday, and it’s designed to be anything but niche. Fans will find men’s and women’s fits across Lululemon’s biggest franchises — think Steady State on the men’s side and staples like Define, Scuba, and Align for women — reworked in team marks and palettes. The collection will be available on NFL Shop, through Fanatics’ channels, at team retail locations and stadium stores, and alongside Lululemon’s own distribution. Investors gave a quick nod, sending LULU shares up more than 3% in early trading.

For Lululemon, this is a natural next play in a broader push beyond its yoga roots. The company already dipped a toe with NHL team-branded merch and has been stacking athlete partnerships — from F1 champion Lewis Hamilton to tennis star Frances Tiafoe, plus PGA names like Max Homa and Min Woo Lee, and even NFL and NHL talent such as DK Metcalf and Connor Bedard. The pitch is simple: bring premium technical fabrics and clean silhouettes to the fan closet so supporters can rep their teams without sacrificing comfort or style.

The NFL sees the same upside from the opposite sideline. Partnering with Lululemon expands the league’s already massive merchandise reach into a higher-end lane, giving fans another way to show affiliation that’s not just a jersey or a hoodie off the rack. Fanatics, which holds the NFL’s consumer product licensing rights, is steering distribution, betting that demand for elevated, everyday fanwear is real and growing.

There’s polish behind the marketing too. The launch campaign taps into football nostalgia and family rituals — picture Joe Montana in 49ers colors alongside his family — framing the gear as part of the Sunday routine as much as the stadium experience. That emotional hook is intentional: Lululemon’s Americas president Celeste Burgoyne has been clear the goal is to outfit existing customers for arenas and tailgates while introducing the brand to a fresh crowd of NFL diehards.

In a fan economy where choice keeps multiplying, this collaboration threads a needle both sides need. Lululemon gets scale, visibility, and a new reason for customers to check in on drop day. The NFL gets another premium gateway into closets that already value performance and design. If the bet pays off, those Aligns and Scubas are about to become as common in parking lots as they are in pilates studios — only now they’ll come with a team crest.