The NFL is making a bold move to transform how fans shop for gear, rolling out an ambitious international expansion and completely reimagining its merchandise campaign for 2025. From London to Berlin to Madrid, the league is bringing the NFL Shop experience directly to European fans while simultaneously modernizing its approach back home with celebrity athletes and fresh fashion collaborations.
International Expansion Takes Center Stage
The NFL's global ambitions are on full display this season with
official NFL Shops opening across multiple European cities. In London, the official NFL Fan Shop at 5-7 Carnaby Street operated from October 2-20, 2025, offering limited edition collaborations with Mitchell & Ness and New Era, plus exclusive match-up products and memorabilia. The shop transformed into a destination for fans ahead of games at Tottenham Hotspur Stadium, with extended hours throughout the week and special gameday access for ticketholders.
Berlin got an even bigger commitment. A
1,000-square-foot NFL Store opened on October 16 at The Playce on Potsdamer Platz, taking over the space previously occupied by the NBA Store. This pop-up location will remain open through December 23, 2025, featuring exclusive Berlin game merchandise, limited edition collaborations with brands like Lobster & Lemonade and Build a Bear, and an exclusive Berlin Jersey. The store is stocked with gear from all 32 teams in partnership with official retail partner Fanatics.
Madrid also joined the international rollout, with an official NFL Fan Shop opening at Bernabéu Stadium on November 14, offering merchandise for all 32 teams.
The Rivalries Collection Brings Fresh Energy
Nike and the NFL unveiled a
groundbreaking Rivalries uniform and fan gear program that celebrates storied local traditions and unites fan communities. The first eight Rivalries club uniforms debuted in September 2025, with teams from the AFC East and NFC West donning special uniforms during single home games against division rivals.
The Rivalries collection represents a significant shift in how the NFL approaches merchandise design. Each uniform was created in collaboration with its respective club to authentically reflect what makes their team, fans, and communities unique. Fans can purchase Rivalries jerseys, sideline apparel, and fan gear including T-shirts, hoodies, jackets, and headwear. The collection became available starting September 10 across nike.com, NFLshop.com, fanatics.com, individual team stores, and international retailers.
A Campaign Makeover Featuring Real Athletes
For the first time in years, the NFL Shop campaign is putting
athletes front and center to showcase player personalities and make fans feel genuinely involved. The new campaign features real-life fans alongside a lineup of professional players including Baltimore Ravens wide receiver DeAndre Hopkins, New England Patriots cornerback Christian Gonzalez, Buffalo Bills wide receiver Keon Coleman, Philadelphia Eagles offensive tackle Jordan Mailata, Detroit Lions wide receiver Amon-Ra St. Brown, and San Francisco 49ers wide receiver Ricky Pearsall.
According to Marissa Solis, the NFL's SVP of global and brand marketing, the league recognized that its merchandise campaign had remained stagnant for five to six years. "Every year we say, 'Hey, go to NFLShop.com and purchase your favorite jersey from your favorite team.' We hadn't really plused things up or given fans a reason to get excited," Solis explained. This year's overhaul changes that dynamic entirely.
Fashion Partnerships and Strategic Collaborations
The NFL has been developing
an entire strategy around fashion that extends far beyond traditional merchandise. The league brought on Abercrombie & Fitch as its official fashion partner and collaborated with Colombian singer Karol G on a limited-edition jersey tied to a game in São Paulo, Brazil. These moves signal the NFL's commitment to positioning itself as a lifestyle brand, not just a sports league.
Black Friday Deals and Online Shopping
As the holiday shopping season kicks into high gear,
NFL Shop is offering significant Black Friday discounts on official apparel and merchandise for all 32 teams. The online store features everything from Nike jerseys and throwback uniforms to Salute to Service jerseys, hats, sweatshirts, and collectible items like Funko figures and trading cards. Click and Collect services are also available during international games, allowing fans to shop online and skip queues.
What This Means for NFL Fans
The NFL's merchandise strategy reflects a broader shift in how sports leagues engage with global audiences. By establishing physical retail locations in major international markets, the league is making it easier for international fans to access authentic gear while building excitement around specific games. The Rivalries collection and celebrity-driven campaign suggest the NFL recognizes that modern fans want more than just a jersey—they want a connection to player personalities and community pride.
The combination of international expansion, fresh design collaborations, and athlete-focused marketing positions the NFL Shop as a lifestyle destination rather than a transactional retail experience. For fans, this means more options, better storytelling, and merchandise that reflects both team loyalty and personal style.
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NFL Shop - The Official Online Shop of the NFL
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