Iowa Book and Lululemon launch Hawkeye-branded collaboration

The campus bookstore saw a surge of student shoppers eager to get their hands on the limited-edition athleisure collection.

Published on Feb. 8, 2026

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Iowa Book, the University of Iowa's campus bookstore, launched an exclusive Lululemon collaboration featuring Hawkeye-branded athletic apparel and accessories on February 6. The launch drew a large crowd of students, with many lining up early to be among the first 100 to receive a free Lululemon belt bag with their purchase. The collaboration offered popular Lululemon items like the Define Jacket and Align Tank Top, all featuring UI logos and branding.

Why it matters

The partnership between Iowa Book and Lululemon highlights the growing demand for branded athleisure wear among college students. As a popular lifestyle brand, Lululemon's collaboration with the university bookstore provides students easy access to the products they desire, while also generating excitement and foot traffic for the campus retailer.

The details

On the morning of the launch, Iowa Book was prepared for a large crowd, with additional staff on hand and a DJ playing music to create an energetic atmosphere. Signs directed shoppers to the Lululemon collection, and by 10 a.m., the store had nearly sold out of the free belt bags offered to the first 100 customers. The collaboration featured a variety of Lululemon's most popular items, including the Define Jacket, Scuba Sweatshirts, and Align Tank Tops, all with University of Iowa branding.

  • The collaboration launched on February 6, 2026.
  • Iowa Book had been teasing the promotion on its Instagram account since January 2026.

The players

Iowa Book

The University of Iowa's campus bookstore, which organized the exclusive Lululemon collaboration.

Lululemon

The popular athletic apparel brand that partnered with Iowa Book to create a collection of Hawkeye-branded products.

Maya Siltman

A third-year University of Iowa student who was excited about the collaboration and arrived at the bookstore at 7:30 a.m. to be among the first to shop the collection.

Molly Voss

A first-year University of Iowa student who arrived at the bookstore at 8 a.m. after seeing a post about the collaboration on Instagram.

Carlee Wilkins

A third-year University of Iowa student who loves Lululemon but is sometimes conflicted about the brand's high prices.

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What they’re saying

“One, I love the University of Iowa, and two, I love Lululemon, obviously.”

— Maya Siltman, University of Iowa third-year student (dailyiowan.com)

“I feel like once we were in the line, I was like 'Oh my gosh, we're only number 70 in line!'”

— Molly Voss, University of Iowa first-year student (dailyiowan.com)

“I think their quality is really nice, it's just really expensive, and sometimes I just can't afford it because I'm a broke college kid.”

— Carlee Wilkins, University of Iowa third-year student (dailyiowan.com)

“We're thrilled to bring Lululemon to the University of Iowa, giving students access to a brand they love right here at Iowa Book. It's an exciting addition to our retail offerings, and we can't wait for everyone to experience it.”

— Doug Shelnutt, Iowa Book manager (dailyiowan.com)

What’s next

Iowa Book plans to continue the Lululemon collaboration, potentially offering additional limited-edition Hawkeye-branded products in the future.

The takeaway

The successful launch of the Iowa Book and Lululemon collaboration demonstrates the strong demand among college students for branded athleisure wear. This partnership allows the university bookstore to provide students with a popular lifestyle brand they desire, while also generating excitement and increased foot traffic to the campus retail space.