Lululemon, the renowned athletic apparel brand, has partnered with Fanatics to introduce a groundbreaking premium fan apparel line for the National Hockey League (NHL). The collaboration aims to reimagine gameday attire and provide fans with a fresh and stylish way to support their favorite teams. Scheduled for release on October 29, this exclusive collection will be accessible through various retail outlets and online platforms, including the Fanatics network, Lids stores, the flagship NHL Shop in NYC, and team venues.
The initial launch will feature apparel for 11 NHL teams for the 2024-25 season, with plans to expand the collection to encompass all 32 teams for the following season. The collection will boast a mix of men’s and women’s products, showcasing iconic lululemon designs with team logos adorning items such as the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag.
Celeste Burgoyne, President, Americas, and Global Guest Innovation for lululemon expressed enthusiasm for the partnership, stating, “We’re avid hockey enthusiasts at lululemon, and we recognize that our customers share this passion. Teaming up with Fanatics and the NHL enables us to introduce high-quality, performance-enhancing apparel to fans who love the game.”
NHL Chief Brand Officer Brian Jennings also conveyed excitement about the collaboration, emphasizing a unique campaign featuring players and their partners that is expected to resonate with fans across team stores, select Lids outlets, and NHLShop.com. Noteworthy NHL figures like Connor Bedard, the recently crowned Calder Trophy winner for the 2023-24 season, have been brought on board as lululemon ambassadors. Bedard, along with other prominent NHL players including John Tavares, Matty Beniers, Dylan Larkin, Seth Jones, Morgan Geekie, and Mark Stone, will feature in the creative campaign.
Bedard shared his admiration for lululemon, stating, “As a longtime fan and lululemon ambassador, I rely on their gear for both training and leisure. I’m thrilled to see this new collection tailored for NHL fans.” Fanatics Commerce CEO, Andrew Low Ah Kee, also expressed his excitement for the collaboration, highlighting the seamless blend of style and comfort that the collection brings to fans during the hockey season.
The launch will kick off with a spotlight on 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 find the collection at select Lids-operated stores listed in various locations across North America starting from October 29.
The collaboration between Lululemon and Fanatics promises a fusion of high-performance apparel with the fervor of NHL fandom, offering fans a unique and stylish way to support their beloved teams. With an impressive lineup of products and an array of retail options, the partnership aims to elevate the gameday experience for hockey enthusiasts everywhere.
