Are you ready for some… leggings? Lululemon is joining game day with NFL-licensed fan gear for all 32 teams. The deal follows a similar licensing agreement the activewear giant struck with NHL teams
Football fans are getting a new uniform as Lululemon suits up for game day, teaming with the NFL on a premium fan apparel line repping all 32 teams.
It’s a notable shift for the activewear giant, which is leaning deeper into sports fandom after partnering with Fanatics and the NHL on a premium fan apparel line that has recently grown from an initial 11 teams to all leagues for the 2025–26 season.
The move also comes as competition in activewear intensifies. Investors appear on board, too, as shares of Lulu climbed around 2% on Monday following the announcement of the NFL deal.
And though Taylor Swift has been widely credited with bringing more women into the orbit of football (along with the NFL’s push toward female-focused content via its media partnership with Betches), the business case for fan merchandise goes well beyond a love story. Sports Innovation Lab estimates the women’s sports merchandise market is valued at $4 billion per year, and 79% of fans say they would purchase more if better options existed.
“True NFL fans wear their pride,” Lululemon president of Americas and global guest innovation Celeste Burgoyne said. “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. We looked to honor that passionate devotion and are thrilled to be part of that ritual found throughout the NFL season.”
The lineup spans core Lululemon products, including Steady State from its men’s franchise and women’s bestsellers such as Define, Scuba and Align. The collection drops Tuesday October 28 on NFLShop.com, Fanatics.com and team retail locations.
“Together with Fanatics, we are introducing an elevated collection that redefines modern fan apparel and is uniquely designed for everyday comfort,” NFL executive vice president and chief revenue officer Renie Anderson said. “Lululemon boasts a loyal fan base built on culture, meaningful connections and innovation, qualities that thoroughly reflect the NFL.”
The move comes on the heels of another lifestyle crossover earlier this month, when Lululemon and Erewhon launched a capsule collection blending technical fabrics with design cues from the upscale grocer’s Los Angeles origins.
