Canada’s Lululemon Athletica (LULU) is partnering with the National Football League (NFL) in a new apparel deal.
Lululemon will launch an apparel collection for all 32 NFL football teams. The collection, which will launch on Oct. 28, includes both men’s and women’s NFL apparel and accessories.
Lululemon, long known for its yoga pants and athletic wear, has been pushing more into sports apparel in recent years.
The company struck a partnership with the NHL professional hockey league last year to release team-branded merchandise.
Lululemon has also struck endorsement deals with professional golfer Max Homa, tennis pro Frances Tiafoe, and NHL player Connor Bedard.
Earlier this year, the retailer made its biggest splash, signing an endorsement deal with Formula 1 race champion Lewis Hamilton.
The push into sports apparel comes as Lululemon’s traditional business struggles with slowing sales due to tariff impacts and shifting consumer tastes.
The NFL said that partnering with Lululemon gives it another opportunity to broaden its reach for team gear and merchandise sales.
The new items from Lululemon will be available on the NFL’s e-commerce site and at team retail locations across the U.S.
LULU stock has declined 52% this year to trade at $178.17 U.S. per share.
