The Big Game is Sunday, and even though it’s not as exciting as last year’s matchup [Editor’s note: If you’ve forgotten, the Philadelphia Eagles destroyed the Kansas City Chiefs’ hopes of an unprecedented championship three-peat], there’s plenty of branded merchandise to get you ready for Super Bowl LX.  

Whether you’re rooting for the NFC Champion Seattle Seahawks, the AFC Champion New England Patriots or your local franchise that failed in its quest for the Lombardi Trophy this season, fans can find rosters of apparel, accessories, drinkware, and more promotional products, 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. While about half of the Seahawks options are still available, Patriots gear is completely sold out. Fun fact: All Tennessee Titans gear is on clearance.

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-the-field style.

“Performance starts with confidence, and for me, that means feeling good in what I wear,” McCaffrey said. “Abercrombie understands that style and comfort go hand in hand.”  

Pats 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 elements because “it celebrates New England pride that goes hand-in-hand with the Patriots.”

Meanwhile, retailer Simply Seattle didn’t wait until the Seahawks snagged the NFC Championship to get the ball running. Prep work started months ago, and the printing press was fired up within hours.

“The design process started six to eight weeks ago; we were kicking around different ideas, tossing out others,” says Jake Smidt, vice president of product at Simply Seattle. From stickers and drinkware to a Lumen Field replica and a “Run the Damn Ball” cap, fans have literally thousands of items to choose from.

In December, the NFL and high-end streetwear brand Fear of God launched a multi-year licensing collaboration allowing both brands to “work to bridge the worlds of sport and fashion through an American luxury lens.”

Following the throwback trend, the luxury streetwear label debuted a collection of relaxed and oversized 90s-inspired apparel. While the “Essentials” line doesn’t feature the Patriots or Seahawks, it does include straightforward NFL pieces with official logos in bold block-style puff print.

Fans in denial can still rep their losing teams including the 49s, Chicago Bears and Cowboys (explain yourself), among a few others.

For those who are strictly Team Halftime, the NFL has a collab for that, too.

The league teamed up with Grammy winner and halftime show performer Bad Bunny for a two-part merch series. The Fans/Concho collection is available now and features the sapo concho (the Puerto Rican crested toad) frequently found on the artist’s albums. Fans are already going loco for the gear even though items won’t ship until May 1.

The second collection, “Super Tazón (Super Bowl),” will be released Feb. 8, immediately following Bad Bunny’s performance. That collection marks a milestone for the league, becoming the first official NFL-licensed Super Bowl merch featuring Spanish-language branding.