PrettyLittleThing launches first NFL collection ahead of London games
PrettyLittleThing launched its first officially licensed NFL collection, a 25‑piece range, ahead of the 2026 NFL London Games. The NFL Shop pop‑up on Oxford Street spans 1,000 sq ft and runs from 1 October to 19 October, covering all three London games.
The collection, designed in‑house by PrettyLittleThing, includes apparel and accessories for fans. At the Oxford Street location, fans can buy official NFL jerseys and exclusive London‑only merchandise. A second NFL Shop will operate inside Tottenham Hotspur Stadium from 3 October to 11 October for the two games there. The Oxford Street pop‑up will also host NFL Shop LIVE! events, including a talk with former player Efe Obada on opening night.
“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,” PrettyLittleThing spokesperson said.
“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,” Salha Latif, Vice President, International Consumer Products and Licensing said.
The Debenhams Group-owned fashion retailer has been expanding into sports licensing. Fanatics and the NFL opened an NFL Shop pop‑up on Oxford Street and a temporary store at Tottenham Hotspur Stadium for the London games.
What we know
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.
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.
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.
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.