NFL, H&M Score Apparel and Accessories Collection

The fashion retailer will launch men’s, women’s and children’s NFL apparel and accessories.
License Global

January 9, 2020


The NFL has announced a new collaboration with global fashion retailer H&M to launch men’s, women’s and children’s NFL-branded apparel and accessories, in a deal brokered by IMG.

The products will be sold in more than 20 countries outside of the U.S., including the U.K., China, Japan, Colombia, Germany, India, Mexico, South Korea and the Middle East. The first capsule collection of men’s jackets, tops and loungewear is available in stores and online now. H&M’s additional women’s, children’s and accessories lines will follow with a launch next season.

“We are delighted to be bringing one of the most popular sports leagues together with one of the world’s favorite fast fashion retailers,” says Matthew Primack, senior vice president, licensing, IMG. “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.”

The first collection is available now in H&M stores and online, with apparel prices ranging from $14.99 to $29.99.

“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, vice president commercial development, NFL. “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 H&M deal follows on another recent collaboration with

pop star Billie Eilish

. The duo teamed up to create a collection focused on sustainability.

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