NFL touches down at H&M

The National Football League collaborates with H&M on expansive range of apparel and accessories, with first wave available now

Written by Rhys Thomas

Posted 09.01.2020 | Apparel

NFL touches down at H&M thumbnail

The National Football League (NFL) will tap into the growing popularity of the sport outside its domestic US market in a new collaboration with global fashion retailer H&M.

Under the partnership, men’s, women’s and children’s NFL-branded apparel and accessories will launch at the fast-fashion retailer around the world, in 20 countries including the UK, China, Japan, Colombia, Germany, India, Mexico, South Korea and the Middle East. The deal was brokered by IMG.

The first capsule collection of men’s jackets, tops and loungewear is available in stores and online now, with women’s, children’s and accessories lines to follow next season.

“By partnering with H&M, we are able to reach fans in markets across the world with a diverse selection of apparel and accessories for men, women and children,” says Akash Jain, NFL Vice President of Commercial Development. “NFL fanbases are growing throughout countries in every corner of the world and we want to continually meet our fans needs for fashionable apparel and fuel their fandom for years to come.”

The collaboration reflects demand from growing legions of international NFL fans in recent years with regular season games in London and Mexico, and its annual Super Bowl event now watched in more than 180 countries and nearly 25 languages.

Matthew Primack, Senior Vice President of Licensing, IMG, adds: “We are delighted to be bringing one of the most popular sports leagues together with one of the world’s favourite fast fashion retailers. The NFL’s international appeal as a lifestyle and fashion brand continues to grow rapidly.

“With its reputation for creative collaborations and thousands of stores around the world, H&M is the perfect partner to provide an accessible and stylish collection of NFL apparel and accessories that will be sought after by football fans and fashionistas.”


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