48 • MAY 2026 • PPAI Community | Buzzworthy Image courtesy of Simply Seattle Branding Touchdowns Retail brands, local artists and (of course) Bad Bunny have gotten in on the merch craze by partnering with the NFL for popular collections. Compiled by Sarah Luna 1. Super Bowl LX Highlights What’s Working In Licensed NFL Merch Ahead of Super Bowl LX, fans could find rosters of apparel, accessories, drinkware and more branded merchandise, all officially licensed by the NFL. For starters, lululemon and the league teamed up for a premium collection featuring all 32 teams. The men’s and women’s collections offer plenty of clothing and accessories options. “True NFL fans wear their pride,” says Celeste Burgoyne, president of Americas and global guest innovation at lululemon. Prices range from $48 for a fanny pack-style bag to $250 for a quilted jacket. Abercrombie & Fitch – everyone’s favorite barely lighted, intensely perfumed retailer – kicked off the 2025 season as the first official “NFL Fashion Partner.” With embroidered denim, branded camisoles and retro team logos, the collection has a death grip on the late ’90s. While the clothing is old-school, the marketing campaign was anything but, featuring CeeDee Lamb of the Dallas Cowboys, Tee Higgins of the Cincinnati Bengals and Christian McCaffrey of the San Francisco 49ers, among other players known for their off-thefield style. New England Patriots fans who want to rep their team and get a second look can head to Gillette Stadium in Foxborough. The KWEIN collection is exclusive to the Patriots Pro Shop. “I had to do a design with my funky lettering,” says Kate Weinburg, founder and owner of KWEIN. “I just really wanted to create something different than what’s in most stores now.” The pieces feature sailboats, lobsters and lighthouses mixed with football elements. Weinburg chose these
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