Group Created with Sketch.
Volume 26 No. 210
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

NFL Aims To Boost Global Branding With H&M Collaboration

The first installment of the partnership launches today, featuring jackets, tops and loungewear
Photo: H&M
The first installment of the partnership launches today, featuring jackets, tops and loungewear
Photo: H&M
The first installment of the partnership launches today, featuring jackets, tops and loungewear
Photo: H&M

The NFL will try to "boost its branding globally through a new apparel and accessories deal with H&M," according to Rosemary Feitelberg of WOMEN'S WEAR DAILY. The agreement will include the "launch of men's, women's and children's NFL-branded apparel and accessories," and will be "sold in more than 20 countries including the U.K., China, Japan, Colombia, Germany, India, Mexico, South Korea and in the Middle East." The first installment launches today and will feature "men's jackets, tops and loungewear." Retailing between $15-30, H&M's NFL assortment is "more affordable" than some other branded league apparel. NFL VP/Int'l Commercial Development Akash Jain said the deal with H&M provides the NFL with a "fantastic opportunity to extend our brand across international markets." He added that the league has "seen its number of fans, live-game viewership, social media audience, traffic to its e-commerce sites and engagement with other digital products 'trending, really rocketing up.'" Feitelberg notes the H&M partnership will run through the NFL's '20 season and "targets an age bracket 'from 12 on up.'" The deal is "in line with the NFL's aim to build its global audience" (WWD.com, 1/9).