Lowe's Expands NFL Partnership with New Stars, Exclusive Products — Lowe's Companies, Inc.

Event summary

Lowe's adds NFL stars Myles Garrett and Jordan Love to its 'Earn Your Sunday' campaign, joining returning stars Justin Jefferson, Christian McCaffrey, and Dak Prescott.
The company launches exclusive products, including Kobalt NFL Mini Toolboxes, officially licensed for all 32 NFL teams.
Lowe's Earn Your Sunday Tour kicks off, featuring interactive fan experiences and a sweepstakes for a Super Bowl LXI trip.
Lowe's continues as the presenting sponsor of NBC's Football Night in America, expanding its Sunday presence.
MyLowe's Rewards members get exclusive product drops and early access to select releases.

The big picture

Lowe's strategic move to deepen its NFL partnership aligns with broader retail trends of leveraging sports affiliations to boost customer engagement. The company's focus on exclusive products and interactive experiences aims to differentiate itself in a competitive home improvement market. With over $86 billion in fiscal year 2025 sales, Lowe's is positioning itself to capitalize on the seasonal surge in home improvement projects tied to football fandom.

What we're watching

Brand Loyalty: How Lowe's exclusive product drops and rewards will affect customer retention and spending.
Partnership Impact: Whether the expanded NFL partnership will drive significant traffic and sales during the football season.
Marketing Effectiveness: The pace at which Lowe's can convert its 'Earn Your Sunday' campaign into measurable business outcomes.