Lululemon NFL Collection Tops Fanatics Sales

Lululemon and the NFL launched an officially licensed apparel and accessories collection for all 32 teams that adapts Lululemon staples (Steady State, Define, Align, Scuba) into team-branded hoodies, leggings, joggers and accessories priced about $48–$168 and sold through Fanatics channels including NFLShop, Fanatics.com, team sites and stadium retail. Fanatics said the drop became the NFL and Fanatics’ best non-jersey apparel launch ever and the highest-selling women’s collection in Fanatics history, with women’s products accounting for about 60% of sales and top-selling teams including the Eagles, 49ers, Lions, Bills and Chiefs. The line is positioned as a strategic push by Lululemon to expand beyond its women’s athleisure base into mainstream sportswear and higher-margin fanwear, a move analysts say helps it compete with Nike and Adidas and reach new male and female fandom demographics. The launch is being supported by a lifestyle-focused marketing campaign featuring football figures such as Joe Montana and Nick Foles. Investors reacted positively, with Lululemon shares jumping in early trading.