Lululemon, the well-known athleisure brand, has joined forces with Fanatics to unveil an exclusive premium fan apparel collection for the National Hockey League (NHL), setting the stage for a fresh and stylish interpretation of gameday attire and beyond. This collaborative effort will kick off on October 29, offering fans the chance to shop for the new line both in physical retail locations and on various online platforms within the Fanatics network.
The initial release will showcase merchandise featuring logos from 11 NHL teams for the upcoming 2024-25 season, with exciting plans to expand the offerings to encompass all 32 teams by the following season in 2025-26.
Celeste Burgoyne, the President of Americas and Global Guest Innovation for lululemon, expressed the brand’s enthusiasm for the partnership, stating, “We’re big hockey fans at lululemon, and we know our guests are too. This collaboration with Fanatics and the NHL gives us the opportunity to introduce high-quality performance and loungewear to hockey fans who share our passion for the game.”
The debut collection will incorporate a selection of lululemon’s most iconic products across both men’s and women’s categories, with team logos featured on items such as the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag.
Brian Jennings, Chief Brand Officer at the NHL, also expressed excitement about the collaboration, noting, “With a unique campaign involving our Players and their partners, we’re confident that this premium collection will resonate with fans in team stores, select Lids locations, and on NHLShop.com.”
The collaboration has gained traction with the endorsement of Chicago Blackhawks’ rising star, Connor Bedard, who was awarded the NHL’s Calder Trophy for the 2023-24 season and now serves as a lululemon ambassador. Bedard is featured in the campaign alongside other prominent NHL players, including John Tavares (Toronto Maple Leafs), Matty Beniers (Seattle Kraken), Dylan Larkin (Detroit Red Wings), Seth Jones (Chicago Blackhawks), Morgan Geekie (Boston Bruins), and Mark Stone (Vegas Golden Knights).
Reflecting on his involvement, Bedard shared, “As a lululemon ambassador and longtime fan, it’s my go-to gear for both training and downtime. I’m thrilled to see lululemon and Fanatics team up to bring this collection to NHL fans.”
Andrew Low Ah Kee, Fanatics Commerce CEO, echoed the sentiments of excitement, stating, “With hockey season now in full swing, we’re delighted to collaborate with lululemon to provide fans everywhere with a new gameday experience, connecting them with their favorite teams through style and comfort.”
The initial launch of the collection will focus on teams such as the Boston Bruins, Chicago Blackhawks, Detroit Red Wings, Edmonton Oilers, Florida Panthers, Montreal Canadiens, New York Rangers, Seattle Kraken, Toronto Maple Leafs, Vancouver Canucks, and Vegas Golden Knights. Fans can access the collection at selected Lids-operated stores in various locations, including Boston, Chicago, Detroit, East Rutherford, Edmonton, Las Vegas, Montreal, New York, Seattle, Sunrise, Toronto, and Vancouver.
This exclusive partnership between lululemon, Fanatics, and the NHL is set to elevate the fan apparel experience by combining top-quality sportswear with the passion and pride of NHL supporters, offering a dynamic and stylish avenue for fans to display their team spirit throughout the seasons.
