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NFL–Nike ‘Rivalries’ Uniform Launch Sets Fanatics Sales Record

The eight-team rollout reached stores this week with jerseys priced from $139.99.

A general view of the San Francisco 49ers logo prior to the 2025 NFL Draft at Lambeau Field on April 23, 2025 in Green Bay, Wisconsin.
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A general view of the New York Jets logo prior to the 2025 NFL Draft at Lambeau Field on April 23, 2025 in Green Bay, Wisconsin.
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Overview

  • Fanatics, Nike and the NFL released Rivalries gear across official channels on Sept. 10–11, including jerseys, New Era headwear and Riddell collectible helmets, with promotional free‑shipping offers.
  • Sports Business Journal reported the drop was Fanatics’ biggest product launch to date and its best merchandise sales day so far in 2025.
  • Year one features eight clubs from the AFC East and NFC West: Bills, Dolphins, Patriots, Jets, Cardinals, Rams, 49ers and Seahawks.
  • Teams will wear the Rivalries look for one designated home game against a division foe this season, then add the design to their alternate rotation for the next three seasons as the four‑year program rolls through all 32 teams.
  • First on‑field appearances are scheduled to begin Sept. 25 (Cardinals vs. Seahawks), followed by Sept. 29 (Dolphins vs. Jets) and Oct. 5 (Bills vs. Patriots), with later dates for the Rams, Seahawks, Jets and 49ers into December and January.