• by Sarah Mahoney , Yesterday

Lululemon is taking its yoga roots to the gridiron, becoming the latest apparel brand to partner with the National Football League. The company is rolling out a new collection of apparel and accessories for men and women, featuring signature marks from all 32 teams.

“True NFL fans wear their pride,” said Celeste Burgoyne, president of the Americas and global guest innovation, in the announcement. “For them, fan gear is more than apparel — it’s a badge of loyalty and a way to instantly connect with a community that is like a family.”

The partnership, created with Fanatics, debuts with a “Welcome to the Fam” campaign starring Joe Montana, Nick Foles, Ryan Clark, and Emmanuel Acho. The ads highlight the families behind the athletes and the emotional connection fans bring to the sport.

The deal comes as the Canadian company tries to reverse its U.S. slump. While international results have been strong, North American comparable sales fell 4% in the second quarter. Lululemon’s stock has tumbled more than 50% since January, its worst year since 2008.

“We are disappointed with our U.S. business results and aspects of our product execution,” CEO Calvin McDonald said in the company’s most recent earnings release. “We’ve closely assessed the drivers of our underperformance and are taking the necessary actions to strengthen our merchandise mix.”

To rekindle its aspirational appeal, Lululemon is also leaning into brand partnerships. Through the revamped American Express Platinum card, members will receive $300 in annual Lululemon credits — a move aimed at keeping the brand top of mind with high-spending consumers.

Founder and former CEO Chip Wilson, who still owns about 8.5% of the company, has been publicly critical, recently buying a full-page ad in The Wall Street Journal to question its direction. Morningstar analyst Brian Nagel called the move “a spark” that could push Lululemon toward a more aggressive repositioning.

For now, the company is betting on football fans to help it win back some of its swagger.