Lululemon, the renowned activewear brand, has joined forces with Fanatics to introduce an exclusive premium fan apparel collection for the National Hockey League (NHL) fans, setting a new trend in game day and leisure wear. The collection is set to hit the shelves on October 29 and will be accessible in various retail outlets and online platforms, including the Fanatics network, Lids stores, the flagship NHL Shop in NYC, and team venues.
The first phase of the collection will highlight 11 NHL teams for the 2024-25 season, with a grand plan to extend the range to cover all 32 teams by the 2025-26 season. “We’re big hockey fans at lululemon, and we know our guests are too,” shared Celeste Burgoyne, President, Americas, and Global Guest Innovation for lululemon. “This partnership with Fanatics and the NHL allows us to introduce high-quality, performance, and loungewear to hockey fans who share our passion for the game.”
The anticipated assortment will feature some of lululemon’s signature products in both men’s and women’s categories. Items like the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag will proudly display team logos, adding a touch of team spirit to each piece.
Brian Jennings, NHL Chief Brand Officer, expressed his enthusiasm for the collaboration: “With a unique campaign featuring our Players and their partners, we’re confident this premium collection will resonate with fans in team stores, select Lids stores, and on NHLShop.com.”
Chicago Blackhawks rookie Connor Bedard, the reigning NHL’s Calder Trophy winner for 2023-24, is now also a lululemon ambassador, further elevating the buzz around this partnership. Bedard, along with other notable NHL players like John Tavares, Matty Beniers, Dylan Larkin, Seth Jones, Morgan Geekie, and Mark Stone, stars in the creative campaign promoting the collection. “As a lululemon ambassador and longtime fan, it’s my go-to gear for both training and downtime,” Bedard shared. “I’m thrilled to see lululemon and Fanatics team up to bring this collection to NHL fans.”
Andrew Low Ah Kee, Fanatics Commerce CEO, remarked, “With hockey season underway, we’re excited to collaborate with lululemon to bring a new gameday experience to fans everywhere, connecting them with the teams they love through style and comfort.”
The initial release will spotlight 11 teams, including 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 get their hands on the collection at various Lids-operated stores across different locations, offering a convenient way to shop for their favorite team’s gear.
As the NHL season kicks off, the duo of lululemon and Fanatics presents a fashionable and cozy gameday wear option for hockey enthusiasts, promising a stylish connection between fans and their beloved teams.
