Fashion retailer PrettyLittleThing launches its first NFL collection as American football hits London
PrettyLittleThing has launched its first ever officially licensed NFL collection, as the Debenhams Group owned fashion retailer expands into sports licensing ahead of this weekend’s 2026 NFL London Games. The 25-piece collection has been designed in-house by PrettyLittleThing and spans apparel and accessories.
A PrettyLittleThing spokesperson says: “We are delighted to collaborate with the NFL on our official licensed product range. Our 25-piece collection was designed in-house and highlights the dynamic intersection between female fashion and sport fandom.”
“The timeless style and prestige of the NFL comes to life in this collaboration with PrettyLittleThing,” adds Salha Latif, Vice President, International Consumer Products and Licensing. “The range of apparel on offer celebrates what makes the NFL so distinctive, providing clothing for all fans in all settings, perfect timing ahead of the 2026 NFL London Games kicking off this weekend.”
Fanatics
The National Football League and Fanatics, the league's official retail partner, have opened an NFL Shop pop-up retail store on London's Oxford Street, as American football returns to the capital for three games this October.
Located at 360-366 Oxford Street, the 1,000 sq ft store opens from Thursday, 1st October, to Monday, 19th October, spanning all three 2026 NFL London games: the Indianapolis Colts vs. Washington Commanders on 4th October and the Philadelphia Eagles vs. Jacksonville Jaguars on 11th October, both at Tottenham Hotspur Stadium, followed by the Houston Texans vs. Jacksonville Jaguars at Wembley Stadium on 18th October.
Fans can shop official NFL jerseys and an assortment of merchandise across NFL teams, alongside a range of products available exclusively in London. The Oxford Street store will also host NFL Shop LIVE!, a programme of fan events. On opening night, Thursday, 1st October, NFL UK legend Efe Obada will sit down with broadcaster Neil Reynolds to talk about his NFL career and new charity project. On Thursday, 8th October, Phoebe Schecter and Neil Reynolds will record an NFL London Games special of "Inside the Huddle" in front of a live audience. Both events start at 6 p.m., with limited seating available on a first come, first served basis.
The store at Tottenham Hotspur Stadium will also become an official NFL Shop from Saturday, 3rd October to Sunday, 11th October, across both Tottenham games, with a number of exclusive collections available in-store. It opens with an NFL Shop Tottenham Family Day on Saturday, 3rd October, from 10 a.m. to 3 p.m., with games, prizes, exclusive merchandise and special guests.
