Lululemon Pushes Further Into Pro Sports With NFL Deal. The Stock Is Up.

A Lululemon store in Miami Beach. (Joe Raedle/Getty Images)

Key Points

• Lululemon Athletica is launching an apparel collection for all 32 National Football League teams, marking its first official NFL licensing.
• The collection will feature men’s and women’s apparel and accessories, including popular Lululemon styles like Steady State, Define, Scuba, and Align.
• Shares of Lululemon increased 2.6% to $182.76 in early trading Monday, though they are down 52% for the year.

Lululemon Athletica stock took off Monday after the company, best known for yoga gear, said it would launch an apparel collection for all 32 NFL teams.

Shares were up 3.9% to $185.12 in midmorning trading. The stock is down 52% this year.

Lululemon is marking its first time working with the football league and its teams; the retailer also has a deal with the NHL that started last year and was just expanded.

The company’s latest foray into the world of professional sports merchandise comes as it looks to drive up consumer momentum after several quarters of lackluster sales.

Last fall, Lululemon tested a special merch line with the NHL, designing gear for 11 of the league’s 32 teams. The hockey league and Lululemon expanded their partnership earlier this month, with the company rolling out products for all 32 teams.

“We continue to expect this partnership to assist the company in reaching new customers and audiences, while also leveraging the brand’s Canadian heritage,” wrote Janine Stichter, an analyst at BTIG, when the expanded deal was announced.

Still, Stichter said she thinks Lululemon’s success hinges on product innovation, “for which Spring ‘26 will prove a litmus test…”

The NFL collection will include both men and women’s apparel and accessories, featuring products from Lululemon’s core assortment, such as its Steady State men’s franchise, and women’s Define, Scuba, and Align styles.

“Together with Fanatics, we are introducing an elevated collection that redefines modern fan apparel and is uniquely designed for everyday comfort,” said Renie Anderson, the NFL’s chief revenue officer.

Football fans can buy the Lululemon products starting Tuesday. The collection will be available on the NFL’s website, Fanatics.com, and team retail locations, such as stadium merchandise stores.

Write to Sabrina Escobar at sabrina.escobar@barrons.com