Contents of the article
Lululemon Athletica Inc. entered into an agreement with the National Football League and sports dealer Fanatics Inc. on developing a line of clothing for fans as the yoga apparel retailer seeks new ways to grow.
Contents of the article
Lululemon's new collection, scheduled to be announced Monday, is the company's first collaboration with the league. The line includes apparel for all 32 NFL teams and will be sold at NFL and Fanatics retailers and team stores beginning October 28th.
Contents of the article
The merchandise lineup will include sweatshirts and other staples from Lululemon's key apparel and accessories lines.
The company's shares rose 6.2% in premarket trading. The stock had fallen 53% this year through Friday's close.
Over the past year, Lululemon has made a big push into competitive sports as it tries to move away from its yoga roots and find new customers. The company is looking for answers to help attract value-conscious buyers and cope with higher costs caused by tightening trade policies in the United States.
Contents of the article
Last year, the Vancouver-based retailer reached an agreement with the National Hockey League to begin selling apparel for hockey fans.
“We see a real opportunity to welcome new guests and expand our operations,” said Celeste Burgoyne, president of U.S. and global guest innovation at Lululemon.
Lululemon has also signed a roster of athletes that includes Formula One champion Lewis Hamilton, tennis star Frances Tiafoe and golfer Max Homa. As for the NFL line, Lululemon's ad will feature football legend Joe Montana.
Meanwhile, the NFL is pushing to expand the partnership as it tries to attract more fans, said Ryan Samuelson, the NFL's vice president of consumer products.
“For many of our fans, licensed product is the most tangible way to interact with us,” Samuelson said.
Share this article on your social network
