Lululemon Athletica Inc. (NASDAQ:LULU) shares climbed 2.5% on Monday after a Bloomberg report revealed that the athletic apparel brand has entered a partnership with the National Football League and Fanatics Inc. to launch NFL team-branded merchandise.
The collaboration marks Lululemon’s first-ever venture with the NFL and will cover all 32 teams in the league. The initial collection will feature hoodies and other core items from Lululemon’s key apparel and accessories lines.
According to the report, the new NFL-branded products will go on sale starting October 28 through official NFL and Fanatics retail channels, as well as team-specific stores. This move is seen as a strategic step for Lululemon to diversify its product range and tap into new consumer markets.
By partnering with the NFL and Fanatics, Lululemon gains access to the highly lucrative sports fan merchandise sector, positioning the company to reach new audiences while capitalizing on its premium reputation in the athletic wear market.