Lululemon expands into professional sports through a new partnership with the NFL. The collaboration introduces an apparel and accessories collection for all 32 teams, designed to translate the brand’s signature comfort and precision into fan-ready form.
SPORTSWEAR
The NFL collection includes key pieces from Lululemon’s Define, Scuba, Align, and Steady State lines, offering fans the familiar fit and functionality of the brand’s core range. Each design incorporates official team logos and colors, transforming Lululemon staples into elevated expressions of team identity.
The campaign, titled “Welcome to the Fam Club,” stars former NFL greats Joe Montana, Nick Foles, Ryan Clark, and Emmanuel Acho, alongside their families. The imagery pays tribute to the people supporting players beyond the field, framing the collaboration as a celebration of shared connection.
Renie Anderson, executive vice president and chief revenue officer at the NFL, described the partnership as an evolution in fan apparel. “Together with Fanatics, we are introducing an elevated collection that redefines modern fan apparel and is uniquely designed for everyday comfort,” Anderson said. “Lululemon boasts a loyal fan base built on culture, meaningful connections and innovation, qualities that thoroughly reflect the NFL.”
Celeste Burgoyne, president of Americas and global guest innovation at Lululemon, echoed the sentiment, emphasizing the emotional bond behind team identity. “True NFL fans wear their pride. 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,” she said. “We looked to honor that passionate devotion, and are thrilled to be part of that ritual found throughout the NFL season.”
Lululemon’s partnership with NFL marks its first step into licensed sportswear, extending its reach beyond fitness into everyday fanwear. By combining technical design with the shared emotion of team loyalty, the brand creates apparel that connects comfort, function, and identity. Available through NFL’s website, Fanatic’s website, team stores, and stadium retailers, the collection connects the brand’s technical approach to performance wear with the emotional connection of fandom.
