What's Happening?
Lululemon is expanding its reach into the sports apparel market by launching licensed merchandise for all 32 NFL teams. This initiative follows the company's previous partnerships with the NHL and individual
athletes across various sports. Starting October 28, fans can purchase Lululemon's NFL-themed apparel online at the NFL Shop, Fanatics, or at individual team retail locations. The collection includes popular Lululemon products from the Steady State men's line and signature women's styles such as Define, Scuba, and Align. The move is part of Lululemon's strategy to grow its men's business, which currently accounts for 25% of its sales, and to compete with brands like Alo Yoga and Vuori.
Why It's Important?
The partnership with the NFL represents a significant opportunity for Lululemon to tap into the vast fan base of the United States' most popular professional sport. By aligning with the NFL, Lululemon aims to attract new customers and strengthen its brand presence in the sports apparel market. This move comes at a time when the company faces increased competition and seeks to diversify its offerings beyond its traditional yoga-focused products. The collaboration could help Lululemon boost its sales and market share, particularly in the men's segment, and reinforce its position as a leading athleisure brand.
What's Next?
Lululemon's NFL merchandise will be available for purchase starting October 28, with prices ranging from $48 to $168. The collection will be sold internationally through the NFL Shop website and Fanatics.com, as well as at team retail locations. The partnership is expected to generate interest among NFL fans and could lead to further collaborations between Lululemon and other sports leagues or teams. As the company continues to innovate and expand its product offerings, it may explore additional opportunities to engage with sports enthusiasts and broaden its customer base.
