Lululemon Athletica Inc Is extending its push into the sporting apparel market by announcing it will sell products for the National Football League (NFL) and its teams.
Lululemon said the “elevated apparel collection” would be the first time it had offered officially licensed products for the NFL or any of its 32 teams.
The Canadian company said the collection would feature men’s and women’s apparel and accessories showcasing signature team marks in a deal that includes sports merchandising company Fanatics.
“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,” Lululemon Americas and Global Guest Innovation President Celeste Burgoyne said in a statement.
“We looked to honour that passionate devotion and are thrilled to be part of that ritual found throughout the NFL season.”
The assortment features core lululemon products from its Steady State men’s franchise and women’s styles from Define, Scuba and Align, among others.
“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, best known for its yoga wear, has expanded into sports and performance in recent years, establishing a partnership with the National Hockey League last year and adding to its roster of sports ambassadors, including multiple Formula 1 world champion Lewis Hamilton.
Lululemon shares (NASDAQ: LULU) closed $3.22 (1.81%) higher at $181.39 on Monday (Tuesday AEDT), capitalising the company at US$21.51 billion (A$32.8 billion).
