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Canadian apparel manufacturer Lululemon on Oct. 27 announced a partnership with the National Football League to launch branded athletic wear for all 32 of the league’s teams.
The collaboration—the first partnership between Lululemon and the NFL—will launch on Oct. 28 with men’s and women’s apparel and accessories at a wide range of outlets, including all NFL stadium retail and online stores, the NFL’s official website, and Fanatics.com, the NFL’s official online retailer.
“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,” Celeste Burgoyne, Lululemon’s president of the Americas and global guest innovation, said. “We looked to honor that passionate devotion and are thrilled to be part of that ritual found throughout the NFL season.”
Shares of Lululemon rose nearly 3 percent in early trading following the news.
The deal comes at a time of soaring popularity for the NFL: Games are averaging 18.5 million viewers, the league’s second-highest recorded viewership ratings. The five leading cable telecasts in September were four Monday Night Football games and an international contest, media audience rating firm Nielsen said.
The league continues to expand its international presence as well. Games in 2025 featured a contest in Dublin, the first regular-season NFL game ever played in Ireland, as well as one at Santiago Bernabéu Stadium in Madrid—the first NFL game ever played in Spain. Additional games were played at iconic venues such as Wembley Stadium in Wembley, England; Tottenham Hotspur Stadium in London; and the Olympiastadion in Berlin.
Under the deal with the NFL, Lululemon will produce NFL-branded apparel across several of its most-popular product lines, including its Steady State men’s line, and its Align, Define, and Scuba women’s product lines, the company said.
Renie Anderson, executive vice president and chief revenue officer for the NFL, said the collaboration extends the NFL’s reach into elevated fan apparel. NFL jerseys dominate apparel sales, and the deal with Lululemon is an opportunity to extend the league’s reach into premium casual wear.
“Lululemon boasts a loyal fan base built on culture, meaningful connections, and innovation, qualities that thoroughly reflect the NFL,” Anderson said.
This partnership is the second with a major sports franchise for the Vancouver-based apparel company, whose roots lie in making yoga pants. In 2024, Lululemon began producing athletic wear for 11 of the National Hockey League’s most-popular teams, and announced an expanded collaboration to include all 32 NHL teams earlier this month.
Lululemon was founded in 1998 and went public in 2007.
