Lululemon Athletica (NASDAQ: LULU) has partnered with the National Football League (NFL) and Fanatics to launch an officially licensed apparel collection for all 32 NFL teams.
The collaboration marks its first foray into professional sports merchandising – with the collection featuring signature men’s and women’s styles like Steady State, Define, Scuba, and Align.
Available through NFLShop.com, Fanatics.com, and stadium retail stores, the launch aims to blend athletic fashion with fan culture.
Lululemon stock gained nearly 5% on the news as investors welcomed the brand’s expansion into a new, high-visibility market.
However, it’s still trading at less than half its price at the start of this year.
Why the NFL deal is a major win for Lululemon stock
LULU stock is pushing higher this morning because the NFL licensing agreement signals strategic brand expansion that could redefine the company’s market positioning.
By tapping into the massive NFL fan base, Lululemon Athletica gains access to a new demographic that values both performance and team loyalty.
The collaboration aligns with the brand’s focus on community, connection, and lifestyle as well – reinforcing its identity beyond yoga and fitness.
Featuring NFL legends like Joe Montana and Nick Foles in “Welcome to the Fam Club” campaign, LULU is signaling its intent to become a staple in fan apparel.
As this team-up boosts brand visibility and deepens consumer engagement across gender and age groups, Lululemon now looks better-positioned for incremental revenue growth heading into next year (2026).
Why now might be the perfect time to buy LULU shares
NFL deal makes Lululemon shares particularly worth owning since they’re now trading at a super attractive valuation as well.
While the likes of former hedge fund manager Jim Cramer continue to see LULU as expensive, it’s actually going for a much lower multiple compared to peers like Nike and Deckers.
At the time of writing, the forward price-to-earnings (P/E) ratio on LULU shares is 13.88 only – versus more than 16 for DECK and over 42 for NKE, according to data from Barchart.
Sure, the Nasdaq-listed firm trimmed its earnings outlook last month, but much of that downside seems priced in already at current levels.
Plus, Lululemon’s brand equity, global expansion plans, and high-margin product mix remain intact as well.
Put all of it together with the NFL deal and how it could meaningfully contribute to reigniting top-line momentum, the premium athletic wear company starts to look attractive as a long-term holding heading into 2026.
Here’s why Lululemon will do well in 2026
Beyond the NFL deal, Lululemon Athletica has several growth levers that could drive performance into 2026.
Its international footprint continues to expand, especially in Asia, where brand awareness is rising.
The footwear segment, still in its early innings, offers a new revenue stream with high-margin potential.
Meanwhile, the company’s direct-to-consumer model and loyalty programs enhance profitability and customer retention.
LULU’s focus on innovation, whether through fabric technology or digital experiences, positions it well in a competitive landscape.
This is why Wall Street’s price objectives on Lululemon stock also currently go as high as $303 – indicating potential upside of more than 65% from here.
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