What's Happening?
Lululemon, traditionally known for its yoga apparel, has announced a significant partnership with the National Football League (NFL) to launch a new apparel collection. This collaboration will cover all 32
NFL teams and will be available in both men's and women's categories. The collection is set to release on October 28, with prices ranging from $48 to $168. It will be available internationally on the NFL Shop website and Fanatics.com, as well as in team retail locations both online and in stadium stores. This partnership marks a strategic move for Lululemon as it seeks to expand its market presence beyond its traditional base and into the broader sports apparel market.
Why It's Important?
This partnership is crucial for Lululemon as it attempts to revitalize its brand and capture a larger share of the sports apparel market. The NFL, being the most popular professional sport in the United States, offers Lululemon a vast audience, with games averaging 18.5 million viewers per week. This collaboration could help Lululemon address its recent sales stagnation in the U.S., where comparable sales dropped by 4% in the second quarter. By aligning with the NFL, Lululemon aims to introduce its brand to new consumers and reinvigorate interest in its products, potentially countering the waning interest in athleisure post-pandemic.
What's Next?
The success of this partnership will likely be closely monitored by both Lululemon and the NFL. If successful, it could pave the way for further collaborations between sports leagues and fashion brands. Lululemon may also explore additional partnerships with other major sports leagues to continue diversifying its product offerings and consumer base. The NFL's recent focus on fashion partnerships, following the appointment of its first fashion editor, suggests that more collaborations could be on the horizon, potentially reshaping the landscape of sports and fashion partnerships.
