IMG brokers deal with retailer for new apparel and accessories capsule collection.
The NFL has secured a new collaboration with fashion retailer H&M for men’s, women’s and children’s branded apparel and accessories.
The products will be sold in more than 20 countries outside of the US including the UK, 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, with women’s, children’s and accessories lines to follow next season.
The deal was brokered by IMG.
The collaboration reflects demand from growing legions of international NFL fans in recent years with regular season games in London and Mexico, and its annual Super Bowl event now watched in more than 180 countries and nearly 25 languages.
“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,” said Akash Jain, NFL vp of commercial development. “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.”
Matthew Primack, svp of licensing at 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.”
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