Lululemon partners with NFL to launch collection featuring logos of all 32 teams, marking its first officially licensed NFL products. Collection includes men’s and women’s apparel with team symbols. Shares of Lululemon rose over 3% in morning trading. Company expanding into sports and performance, naming sports ambassadors and seeking growth opportunities.

Lululemon sees opportunity in sports to provide premium products for fans to celebrate their teams. President Celeste Burgoyne aims to connect worlds and grow guest base. Company has faced challenges in recent quarters due to tariffs and shifting consumer trends but CEO Calvin McDonald seeks innovation in key categories.

NFL partners with Lululemon to broaden reach for team gear, offering variety for all fans. New collection available on league’s e-commerce site, team retail locations, and via Fanatics. CEO of Fanatics Commerce Andrew Low Ah Kee notes demand for premium sportswear beyond traditional casual items, sees role for jerseys and other apparel.

Read more at CNBC: Lululemon is partnering with the NFL to release apparel