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Lululemon is partnering with the NFL to release apparel for all 32 teams
Sign at the entrance to the Lululemon store in Midtown Manhattan.
Erik Mcgregor | Lightrocket | Getty Images
Lululemon is partnering with the NFL to launch an apparel collection featuring the logos of all 32 NFL teams, the company and league announced Monday. It will mark the first time the retailer has offered officially licensed products for the NFL or any of its franchises.
The collection, set to launch Tuesday, will include both men’s and women’s apparel and accessories with NFL team symbols. Some of Lululemon’s most notable products — including its Steady State men’s franchise and women’s styles such as Define, Scuba and Align — are part of the collection.
Shares of Lululemon rose more than 3% in morning trading Monday.
Lululemon, long known for its roots in yoga wear, has made a notable push into sports and performance in recent years. The retailer struck a partnership with the NHL last year to release team-branded items. It has also grown its roster of sports-linked ambassadors to include PGA golfers Min Woo Lee and Max Homa, ATP tennis pro Frances Tiafoe, NFL player DK Metcalf and NHL player Connor Bedard. Earlier this year, the retailer made perhaps its biggest splash to date, naming F1 champion Lewis Hamilton as an ambassador.
Celeste Burgoyne, president of Lululemon’s Americas division and global guest innovation, said the retailer sees an opportunity within sports where it can provide “the best product for these fans in the premium space to be able to celebrate their teams.”
“It really is about enabling our existing guests to be able to now wear Lululemon in arenas and stadiums, but it’s also about a new guest and expanding and really connecting our worlds in order to grow our guest base,” she said in an interview with CNBC.
Lululemon has struggled in recent quarters. The company has been hit hard by the impact of tariffs and other shifting consumer trends. But CEO Calvin McDonald, speaking with CNBC last month, said he sees an opportunity to innovate within the company’s key categories and items.
For the NFL, partnering with Lululemon on a new collection is another opportunity for the league to broaden its reach for team gear, according to NFL Chief Revenue Officer Renie Anderson.
“We want to make sure we’re creating a variety, an assortment for all fans, from casual to the more classic styles,” Anderson told CNBC. “It’s all a part of that ecosystem of passion and love for the sport and your club, and the ability to express yourself that way, whether it’s fun ways with foam fingers or hats, or in a cool, casual, fashionable way.”
The new items will be available on the league’s e-commerce site and at team retail locations, as well as via Fanatics, which has a longstanding partnership with the NFL and holds the league’s consumer product licensing rights for fan gear.
Andrew Low Ah Kee, CEO of Fanatics Commerce, said the sports industry has historically often overserved fans in certain casual product categories, like T-shirts and hoodies, but that there is now “a real demand and appetite for truly premium.”
“The jersey is truly the uniform of sport,” Low Ah Kee told CNBC. “So when we think about a consumer’s closet, we think there’s a role for jerseys, but we think there’s a role for a lot of other apparel as well.”
President Donald Trump raised hopes of an agreement between the US and Iran after days of escalation.
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Retailers braced for the effects of the Middle East conflict have urged the Government to cut domestic costs to help them keep prices down for consumers.
The British Retail Consortium (BRC) said four in five people (80%) feared the Middle East conflict would push up food prices, and called on the Government to help by easing pressure on businesses from higher national insurance, packaging levies, new regulations, and business energy charges.
The BRC said retailers were already absorbing “significant” additional costs from the conflict including rising energy and shipping costs, with knock-on effects for fertiliser, manufacturing and logistics.
It warned those costs would inevitably filter through to the till over the coming months.
But it said the Middle East was only part of the picture, and retailers had absorbed £6.5 billion in extra employment costs from rising national insurance contributions and the national living wage, alongside a new packaging tax costing £1.6 billion.
Meanwhile, more regulatory “burdens” were imminent, including guaranteed hours provisions under the Employment Rights Act and the proposed reformulation of thousands of food lines under the new nutrient profiling model.
A survey for the BRC found 73% of people expect the Middle East conflict to raise the price of products other than food, while 81% are worried about rising energy bills, 76% about petrol and diesel, and 68% about tax increases.
Food retailers met Chancellor Rachel Reeves in early April and called for the removal of energy policy levies, network charges and system fees that now make up between 57% and 65% of a typical business electricity bill.
They also asked for the introduction of the updated nutrient profiling model for food and drink to be delayed, and for a review of the triple packaging levy, forecast to cost retailers more than £2 billion a year.
BRC chief executive Helen Dickinson said: “The Middle East conflict is driving up costs across the supply chain and families are right to be concerned.
“But not every pressure bearing down on retailers comes from the Gulf. Higher national insurance, packaging levies, new regulations, and business energy charges are all domestic policy decisions, made in Westminster, and they can be addressed there.
“Such action by government would help retailers to keep prices affordable for households.
“Other governments are already acting. Germany has reduced electricity costs for businesses by moving levies off bills and EU leaders are actively discussing similar responses to this crisis.
“The UK should be moving in the same direction, not treating global instability as cover for inaction on costs of its own making.
“Retailers are working hard to hold prices down, but they cannot do it alone.
“Every cost government chooses not to address is a cost that will find its way into someone’s shopping basket. That is a political choice, and it is one ministers still have time to change – but the window to act is closing.”
The Lucid logo is shown at the Los Angeles Auto show on Nov. 20, 2025.
Mike Blake | Reuters
DETROIT — Lucid Group suspended its vehicle production guidance for the year as its incoming CEO evaluates the all-electric vehicle manufacturer’s business operations, including the potential for lower output of EVs.
The company on Tuesday also said it needs to lower its “elevated inventory” of vehicles, which for automakers has historically meant decreasing or idling vehicle production.
A company spokesman told CNBC that there is currently no plan to idle its sole U.S. plant in Arizona, but incoming CEO Silvio Napoli said he is continuing to evaluate Lucid’s business.
“An essential objective over time is to build a more cost-efficient company, one that progresses in funding its own growth. That means being rigorous in delivering our commitments,” Napoli said Tuesday on Lucid’s quarterly results call with investors. “In simple words, this means making clear choices on where to invest and, just as importantly, where not to.”
Napoli said he plans to review the company’s operations over the next several weeks before updating investors on the company’s guidance when Lucid reports its second-quarter results at an unspecified date.
The company’s prior production guidance was between 25,000 to 27,000 units in 2026. Lucid executives said plans for cost-cutting, autonomous vehicles with Uber and Nuro, and the company’s “path to profitability” outlined in an investor day in March remain intact.
Lucid has produced roughly 3,200 more vehicles than it has sold since 2024, according to its annual production and deliveries. That includes a difference of roughly 2,000 units last year and 2,400 vehicles during the first quarter of 2026.
The pulled guidance occurred as the company reported first-quarter results that were in line with preliminary results released by the company a month ago, but that still significantly missed Wall Street’s expectations.
“We ended the quarter with elevated inventory that we expect to convert to revenue and cash as deliveries normalize, while maintaining alignment between production and sales cadence. Our focus is on disciplined execution — driving structural cost improvements, managing capital efficiently, and improving operating leverage as we scale,” Lucid CFO Taoufiq Boussaid said in a statement.
Here’s how the company performed in the first quarter compared with average estimates compiled by LSEG:
- Loss per share: $3.46 vs. a loss of $2.64 expected
- Revenue: $282.5 million vs. $440.4 million expected
The company’s revenue increased roughly 20% year-over-year but was far lower than the 87.4% jump analysts were expecting, according to LSEG.
The all-electric vehicle maker said a seat supplier issue “significantly affected” deliveries of its crucial Lucid Gravity SUV during the quarter that resulted in a stop-sale of the vehicle due to safety concerns.
Boussaid said the seat issue caused a more than $200 million revenue impairment during the first quarter.
Lucid produced 5,500 vehicles and delivered 3,093 vehicles in the first quarter of 2026.
The automaker, which is heavily backed by Saudi Arabia’s Public Investment Fund, said it has sufficient liquidity through the second half of 2027. It ended the first quarter with approximately $4.7 billion, including a recent capital raise and delayed draw term loan provided by PIF.
Lucid on Tuesday said production of a new vehicle plant in Saudi Arabia continues despite the ongoing war in nearby Iran. The company said it has not experienced any significant interruptions to the facility other than some delays in shipping.
The company also said it is adjusting its production reporting to count vehicles once they complete the company’s “factory gating process,” which includes vehicles that may not be completely built and are sent to operations elsewhere for completion.
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