NFL Enters Global Clothing Collaboration With H&m

The NFL has announced a collaboration with fashion retailer H&M to launch a range of NFL-branded clothing and accessories.

The deal, brokered by IMG, will see products sold in more than 20 countries outside the US, including the UK, as the league looks to expand its offering to fans outside of its home country. 

Since 2007, the NFL has hosted at least one regular season game in London, and in 2019 held four, including two at the new Tottenham Hotspur stadium which was built with American football in mind.

Speaking about the collaboration Akash Jain, Vice President, Commercial Development, NFL: “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.

“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.”

Meanwhile, Matthew Primack, Senior Vice President of Licensing, IMG, added: “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.” 

Some of the NFL range is already available in H&M stores as well as its online offering, with the first capsule collection of men’s jackets, tops and loungewear (pictured above) available. Women’s and children’s lines, as well as accessories, will follow next season.