NFL Teams With H&M to Offer Branded Gear Outside of the US

The fast-fashion giant now carries a range of NFL apparel online

nfl products being sold at H&M
H&M launched its NFL collection today. H&M
Headshot of Richard Collings

Swedish fast-fashion giant H&M is partnering with the National Football League to offer branded gear to customers beyond American fans, according to the retailer.

“H&M is extremely excited to offer fans outside the U.S. the opportunity to purchase NFL-licensed products,” an H&M spokesperson said.

On H&M’s website, a variety of men’s jackets, T-shirts and sweatshirts carrying the NFL logo as well as team logos are available as of today. Women’s and children’s apparel is in the works.

The deal between the NFL and H&M was brokered by IMG. NFL-branded products will be sold in more than 20 countries, including China, Japan and the U.K.

The NFL and IMG did not respond to a request for comment by the time of publication.

@RichCollings Richard Collings is a retail reporter at Adweek.