lululemon signs licensed deal with NFL collab that Wall Street enjoys

It looks like the NFL is looking at the endgame when it comes to entering the world of fashion.

The trade association recently announced its latest style collab: lululemon NFL licensed athleisure. The partnership spans all 32 teams, so no one is left out — not even the Jets.

Despite a challenging year, lululemon saw its stock spike 4.9% on Monday, following the NFL partnership announcement. The stock reached a high of $186.91 before finishing the day at $181.39.

This collaboration taps into a growing female NFL fanbase, with women now making up 47.5% of Super Bowl LVIII viewers.

It’s yet to be determined whether this has been influenced by the “Taylor Swift Effect,” with her football-playing fiancé, or the Netflix documentary “America’s Sweethearts: Dallas Cowboys Cheerleaders.” Regardless, the numbers show that women are an engaged fanbase.

While marketing sports gear isn’t new, targeting women with NFL apparel is on the rise, with collaborations from Fabletics, Veronica Beard, and now, lululemon, being the most noteworthy.

“lululemon boasts a loyal fan base built on culture, meaningful connections and innovation, qualities that thoroughly reflect the NFL,” said Renie Anderson, NFL executive vice president, regarding the partnership.

The collection features both men’s and women’s pieces, showcasing lululemon staples such as the Steady State line for men and the Define, Scuba, and Align collections for women. Clothing can be purchased directly through the NFL and Fanatics.

With NFL legends like Joe Montana and Ryan Clark featured in the “Welcome to the Fam Club” campaign — and with the Travis-and-Taylor era making the NFL feel more pop-chic than ever — this collaboration is on point to shake us into a new era of fandom.

This article was written by Emma Sutton-Williams, New York Post Commerce Writer/Reporter and resident fashionista. Emma is one of the best-dressed ladies in The Post’s office, and also known for finding an unbelievable deal on any one of her stylish outfits. Divulging on everything from the most-popular and most-underrated purse brands to her honest thoughts on Kim Kardashian’s Skims undergarments and apparel, Emma has cultivated an eye for style and an expertise for identifying the clothes and accessories worth your coin. At the same time, she proudly models the products she picks so you can see their fit and function first-hand. Emma has been creating shopping guides for The Post since 2024, and previously held bylines in Rolling Stone, Oprah Daily, Parents, InStyle, StyleCaster and more.