Lululemon Athletica is teaming up with the NFL and sports merchandiser Fanatics to release premium fan gear for all 32 teams across the league in an effort to diversify its portfolio and expand as a brand.
The collaboration, which drops on October 28, will feature both men’s and women’s apparel in many of the companies already popular lines.
The Wall Street Journal reports that the men’s Steady State line will be used, as well as the women’s Define, Align, and Scuba lines, in addition to others.
Big Name Models
Fanatics tapped football legend Joe Montana and former safety turned commentator Ryan Clark, as well as their families, to appear in the advertisement, modeling the new attire.
“Support. Being together. That’s the family experience,” Clark narrates. “That’s why the colors matter, the logos matter. That’s why the apparel matters. Like, that’s the beauty in being family.”
Good for Business
Since the announcement, company shares have increased by approximately four percent, per Bloomberg. Lululemon has struggled over the past two years, with shares plummeting nearly 57% in 2025, per NASDAQ.
This isn’t the brand’s first venture in sports, after inking a deal with the NHL last year.
“Hockey is more than a game, it’s a culture and shared language that brings people together,” lululemon’s President, Americas and Global Innovation Celeste Burgoyne said of that partnership. “By welcoming all 32 NHL teams into our premium fan collection with Fanatics, we’re giving guests a new way to express their team pride through the elevated product they already trust us to deliver. Whether rink-side or watching from home, this gear lets fans show up with style, spirit, and a sense of belonging.”
