Fabletics is reportedly set to make a big move into the NFL space, using its first endorsement deal on one of the league’s top offensive players.
The global active lifestyle brand, which is partially owned by actress Kate Hudson and also comedian/actor Kevin Hart as a major investor, is signing Cincinnati Bengals wide receiver Ja’Marr Chase to a deal, according to NFL insider Jordan Schultz.
In doing so, Fabletics is poaching Chase, who was a first-team All-Pro selection in 2024, from Nike.
Sources: #Bengals superstar WR Ja’Marr Chase is making a bold move — leaving Nike to sign with Fabletics, the apparel brand Kevin Hart invested in.
One of the NFL’s biggest stars teaming up with one of entertainment’s biggest names, Chase will be the first NFL star Fabletics has… pic.twitter.com/FHDuPoRXrc
— Jordan Schultz (@Schultz_Report) September 4, 2025
“Bengals superstar WR Ja’Marr Chase is making a bold move — leaving Nike to sign with Fabletics, the apparel brand Kevin Hart invested in,” said Schultz. “One of the NFL’s biggest stars teaming up with one of entertainment’s biggest names, Chase will be the first NFL star Fabletics has ever signed.”
Details of the reported agreement are not out yet, but this move indicates a major potential shift for Fabletics.
Changing the game?
Founded in 2013, Fabletics caters in activewear for men and women. However, almost all of its prominent celebrity partnerships to this point have been with women, with Hart being a major exception.
Among those who have endorsed Fabletics in recent years are Kelly Rowland, Demi Lovato, Maddie Ziegler and Vanessa Hudgens. Of course, Fabletics’ first major breakthrough came when it collaborated with Hudson on a celebrity line 10 years ago.
The brand’s desire to get involved with an NFL superstar indicates a potential shift in marketing strategy, or perhaps a heightened emphasis on male clientele.
Chase-ing greatness
Chase, 25, is arguably the best wide receiver in football. A Pro Bowler in each of his first four NFL seasons, he won the receiving “Triple Crown” last year, leading the league in receptions, receiving yards and receiving touchdowns.
“More explosion, better after the catch, more powerful — that’s where he gets his edge,” an NFL personnel evaluator told ESPN about what separates Chase from his peers.
Chase and the Bengals will open up the 2025 season on the road against the Cincinnati Bengals at 1 p.m. ET Sunday.
