Lululemon, known for their stylish and performance-focused activewear, has joined forces with sports merchandise giant Fanatics to introduce a premium collection of fan apparel for the National Hockey League (NHL). This collaboration promises to elevate gameday attire for hockey enthusiasts and beyond, setting a new standard in fan fashion.
Scheduled for launch on October 29, the exclusive line will be accessible through various retail outlets and online platforms, including the extensive Fanatics network, Lids stores, the flagship NHL Shop in NYC, and team venues across the country. The initial release will feature 11 NHL teams for the upcoming 2024-25 season, with plans to expand to encompass all 32 teams by the 2025-26 season.
Celeste Burgoyne, President, Americas, and Global Guest Innovation for lululemon, expressed excitement about the partnership, stating, “We’re big hockey fans at lululemon, and we know our guests are too. This collaboration 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 debut collection will showcase some of lululemon’s signature pieces in both men’s and women’s categories, featuring team logos on items such as the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag. NHL Chief Brand Officer Brian Jennings also conveyed his enthusiasm for the endeavor, believing that the premium collection will strongly resonate with fans across various sales channels.
The partnership has garnered significant buzz, notably due to the involvement of Chicago Blackhawks rookie Connor Bedard, the recent recipient of the NHL’s Calder Trophy for the 2023-24 season, who now proudly represents lululemon as an ambassador. Bedard, alongside other prominent NHL players like John Tavares, Matty Beniers, Dylan Larkin, Seth Jones, Morgan Geekie, and Mark Stone, stars in the creative campaign that aims to promote the exclusive apparel line.
Andrew Low Ah Kee, Fanatics Commerce CEO, highlighted the joint effort’s aim to enhance the gameday experience for hockey enthusiasts, emphasizing the fusion of style and comfort in the new collection. The initial release will shine a spotlight on notable teams like Boston Bruins, Chicago Blackhawks, Detroit Red Wings, and others, offering fans a chance to support their favorite teams in style.
Excited fans can explore and shop the collection at select Lids-operated stores in various locations, providing a hands-on experience with the exclusive NHL merchandise. Whether you’re in Boston, Chicago, Detroit, Edmonton, Las Vegas, Montreal, New York, Seattle, Sunrise, Toronto, or Vancouver, there’s a place for you to dive into the world of premium NHL fan apparel.
With the perfect blend of performance, style, and team spirit, the Lululemon and Fanatics collaboration is set to redefine the fashion landscape for NHL fans, offering a unique and stylish way to support their beloved teams.
