NFL news and archive

Fear of God unveils NFL fanwear collaboration

The National Football League (NFL) has signed a multi-year licensing deal with luxury streetwear brand Fear of God to create both team and NFL shield apparel, as it seeks to elevate its fanwear offering. In a statement, the NFL said the move would allow both brands to “work to bridge the worlds of sport and fashion through an American luxury...

Fashion |In Pictures

Lululemon continues to expand its reach into licensed sporting merchandise

Canadian activewear brand Lululemon is expanding its partnership with Fanatics with an elevated apparel collection for fans of the National Football League (NFL), continuing to expand its reach into licensed apparel for sports teams and leagues, following the success of its multi-year collaboration with the National Hockey League (NHL), which...

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Fashion

NFL Star Brock Bowers becomes equity partner in Greatness Wins

Greatness Wins, the premium performance apparel brand co-founded by Derek Jeter and Chris Riccobono, has announced that National Football League (NFL) star and Las Vegas Raiders tight end Brock Bowers has joined the company as an equity partner. Unlike many typical endorsement deals, Bowers isn't just joining Greatness Wins as a brand ambassador...

Fashion

NFL names Breitling as first-ever luxury watch partner

The National Football League (NFL) is continuing to expand its fashion reach with a new multi-year global partnership with luxury Swiss watchmaker Breitling, named as the league’s official global luxury timepiece partner. The move marks the NFL’s first-ever collaboration with a luxury watch brand, and is being seen as a way for the league to...

Fashion

Abercrombie & Fitch named NFL fashion partner

US retailer Abercrombie & Fitch has been named as the official fashion partner of the National Football League (NFL). The multi-year agreement will see the brand carry out athlete-led campaigns and offer a series of player-designed apparel to build on its lifestyle assortment. In a release, Abercrombie said it intended to “blur the line between...

Fashion |In Pictures

Crocs signs multi-year licensing deal with the NFL

Comfort footwear brand Crocs has inked a new multi-year licensing agreement with the National Football League (NFL) to release the first-ever NFL team-inspired Crocs footwear and Jibbitz charms collection. Launching during the 2025 NFL season, the initial collection will feature products designed to “capture the passion and personality of NFL...

Fashion

Johnnie-O launches NFL fan gear through new licensing deal

American premium lifestyle brand Johnnie-O, founded in 2005 by John O'Donnell in Santa Monica, California, has signed a licensing deal with the National Football League (NFL) to develop fan gear for all 32 teams. The preppy-inspired brand, known for blending East Coast classics with West Coast casual, will create a curated collection for men and...

Fashion |In Pictures

NFL jerseys given a soccer makeover

The National Football League (NFL) and Fanatics have given each team’s jersey a soccer makeover. The NFL Football x Football Collection features all 32 NFL teams paying homage to soccer with fan tops inspired by classic soccer designs of the past, such as colourful stripes for the Kansas City Chiefs and a bold blue and red design for the Buffalo...

Fashion

Champion to produce officially licensed apparel for the NFL

Athleticwear brand Champion, part of the Authentic Brands Group portfolio, is expanding its sports legacy with a new licensing deal to produce officially licensed apparel for the National Football League (NFL), adding to its existing portfolio of league partnerships which include the National Hockey League (NHL), Minor League Baseball (MiLB) and...

Fashion |Beauty

Charlotte Tilbury signs first US sports partnership

British beauty brand Charlotte Tilbury, part of the Spanish fashion and beauty group Puig, has announced its first-ever sports partnership in the US with the Dallas Cowboys Cheerleaders, the National Football League (NFL) cheerleading squad for the Dallas Cowboys. The move will see Charlotte Tilbury as the Dallas Cowboys Chearleaders’ first-ever...

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Off Season brand names Victoria Picca as president

Off Season, the sports-fashion brand co-founded by Kristin Juszczyk and British businesswoman Emma Grede in partnership with the NFL and Fanatics has hired its first president, securing former Fanatics executive Victoria Picca to lead the brand’s next phase. The brand, which launched in January 2025 with NFL-licensed outerwear, said the...

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Fashion |In Pictures

Kristin Juszczyk teams up with Emma Grede to launch apparel brand

Kristin Juszczyk, wife of San Francisco 49ers fullback Kyle Juszczyk, who went viral by reworking NFL-branded fan gear into game-day fashion, has partnered with British businesswoman Emma Grede, co-founder and CEO of Good American and founding partner of Skims, to launch a luxury fashion brand to offer a new era of fan apparel. Off Season will...