Late in October 2025, Lululemon announced that it planned to release an apparel collection featuring the logos of all 32 teams. This partnership also includes Fanatics.

Now available for purchase, the partnership marks the first time the retail brand has offered officially-licensed NFL products; however, it’s not its first foray into the world of working with team-branded gear. Noting recent partnerships with the NHL and a roster of ambassadors that included PGA golfers, tennis pros, and more, Lululemon’s push into the team world hasn’t gone unnoticed.

Like many apparel retailers, Lululemon has struggled recently, according to news reports. The post COVID pandemic influence that drove buyers to e-commerce plus the tariffs have likely had an impact on the company’s numbers. However, according to a report shared by CNBC, Lululemon shares rose more than 3% in morning trading Monday, Oct. 27, 2025.

The collection includes men’s and women’s apparel and accessories with NFL team symbols.

Why We Care About the Lululemon, NFL Partnership

It’s no secret that retail and fashion trends influence the wholesale and apparel decorating side of the industry. But what apparel decorators need to do is think bigger. Start with some insight into what you want for your decorating business:

  • What are consumers demanding from retail apparel and do I offer that?
  • Where am I sourcing my blanks from?
  • How can I capitalize on partnerships and what opportunities does that offer?

In a recent Branding Together podcast episode, Jeremy Picker of AMB3R Creative discusses the influence and impact of retail on our industry. He also offered a few additional comments on why partnerships like this one touch our industry.

“Most printers wait for their customers to ask for specialty decoration or placements or garments, but I think we have the leverage to set the trends to attract new clients and go deeper with current clients,” Picker says. “There are opportunities for partnerships even if its the local high school football team. People want more than just a jersey. They want lifestyle apparel that also shares their love of sports. Every printer could put together a program that is low risk for the school or college or semi pro team.”

Picker also draws attention to the fact that partnerships, even on the retail side, can create collaboration beyond the sports and school side of things. “Collabs open you up to a new audience, which is great for all parties,” he explains. “This is why I have been collaborating with industry suppliers. I get to bring my creative vision to life, and my audience is my partner’s audience.”