NFL news and archive

New Balance named official footwear and apparel partner of New England Patriots

New Balance has been named as the official and exclusive athletic footwear and apparel partner of the American football team, New England Patriots, as well as its associated playing field, Gillette Stadium. The long-term agreement is said to reflect a commitment to the team, with the sponsorship to take shape through performance, facility and...

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Fashion

Is the NFL Super Bowl evolving into a fashion week?

The National Football League’s annual Super Bowl is no longer just a championship football game; its upcoming showdown between the Seattle Seahawks and the New England Patriots in San Francisco sees the NFL deepening its ties to fashion with a series of fashion shows, designer collaborations, and retail activations. Highlights include American...

Fashion

Abercrombie & Fitch unveils limited-edition Super Bowl LX collection

Abercrombie & Fitch has revealed its limited-edition Super Bowl LX collection, ahead of the big game on February 8. The complete collection includes six styles for women, men, children, and babies/toddlers, including sweatshirts and t-shirts, retailing between 45 and 150 dollars. One style from the Super Bowl LX collection, a men’s Super Bowl...

Fashion |In Pictures

NFL taps San Francisco-based designers for Origins collection

The National Football League (NFL) has tapped three San Francisco-based brands to create exclusive pieces for its Origins collection for the upcoming Super Bowl. The NFL has handpicked three brands, Aaron De La Cruz, Blvck Scvle, and Nostalgia, which it states are “rooted in the San Francisco Bay Area culture,” and tasked them with designing an...

Fashion

Vivobarefoot partners with NFL star to drive barefoot awareness

British footwear brand Vivobarefoot, known as a leader in the barefoot (minimalist) shoe movement, has announced a partnership with NFL American football wide receiver Mack Hollins to champion barefoot education and “foot freedom”. The move marks Vivobarefoot’s first step into the world of professional sports as it looks to showcase how...

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Fashion |In Pictures

Fabletics unveils first-ever athlete-curated collection with Ja’marr Chase

American activewear brand Fabletics, known for its subscription model featuring more than 2 million members, has launched its inaugural collection with American football star and Cincinnati’s wide receiver, Ja’Marr Chase, who became the brand’s first professional athlete ambassador in September 2025. Chase, who was sponsored by Nike, has been...

Fashion

Abercrombie & Fitch launches new capsule collection with Olivia Culpo

Abercrombie & Fitch (A&F) has launched a limited-edition capsule collection with actress, entrepreneur, and wife of San Francisco 49ers running back Christian McCaffrey, Olivia Culpo. Part of the US retailer’s push to blend fan-style with a more fashion-forward approach, the capsule collection is featured in its newest female-led campaign, “In...

Fashion |In Pictures

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...

Featured

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...

Retail

NFL and Fanatics open pop-up store in London

The National Football League (NFL) and Fanatics, the league's official retail partner, have opened a pop-up store on Carnaby Street in London, celebrating the NFL’s international games taking place in the city this month. The pop-up opens ahead of this weekend’s first NFL International Game at Tottenham Hotspur Stadium in London, which sees the...

Fashion

Pacsun extend partnership with designer Aleali May for second NFL collection

Californian lifestyle brand Pacsun has extended its partnership with LA native and fashion designer Aleali May for the second iteration of its unisex NFL collection. The limited-edition NFL x Aleali May collection, designed and styled by May, includes a range of styles across graphic tees and boxy hoodies with double-sided prints that represent...