Lululemon and Fanatics are scoring big in the fashion game, as they join forces to unveil a chic and exclusive premium fan apparel collection for the National Hockey League (NHL), just in time to kick off the 2024 season. This collaboration promises a fresh take on gameday attire that will have fans cheering in style.
Launching on October 29, the collection will be widely available at various retail locations and online platforms, including the extensive Fanatics network, Lids stores, the flagship NHL Shop in NYC, and team venues, ensuring fans across the league can get their hands on these coveted pieces.
With an initial focus on 11 NHL teams for the 2024-25 season, the collection will eventually expand to encompass all 32 teams for the 2025-26 season, catering to a broader fan base seeking high-quality, performance-driven, and stylish sportswear options.
Celeste Burgoyne, President, Americas, and Global Guest Innovation for lululemon, expressed the brand’s excitement for the partnership, stating, “We’re big hockey fans at lululemon, and we know our guests are too. 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 debut lineup will feature a selection of lululemon’s iconic products across men’s and women’s categories, emblazoned with team logos. Fans can expect to see popular items like the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag reimagined with a sporty and stylish NHL twist.
NHL Chief Brand Officer Brian Jennings shared his anticipation for the collaboration, highlighting a unique campaign that will feature NHL players and their partners, aiming to resonate with fans both in-store and online across various retail platforms.
The buzz surrounding the partnership is further amplified by the involvement of Chicago Blackhawks rookie Connor Bedard, the recent recipient of the NHL’s Calder Trophy for the 2023-24 season, who is now also a proud ambassador for lululemon. Bedard, along with a star-studded lineup of NHL players such as John Tavares, Matty Beniers, Dylan Larkin, Seth Jones, Morgan Geekie, and Mark Stone, are set to feature in the campaign, bringing a blend of talent and style to the forefront.
Expressing his excitement for the collaboration, Bedard remarked, “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, added, “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.”
For fans eager to get their hands on these stylish and performance-driven pieces, the first release will showcase a selection of 11 NHL teams, including popular franchises like the Boston Bruins, Chicago Blackhawks, Detroit Red Wings, Toronto Maple Leafs, and more. The collection will be available at select Lids-operated stores across key locations, offering fans a chance to shop in-person starting October 29.
As the puck drops on the new NHL season, fans can gear up in style and comfort with the latest collaboration between lululemon and Fanatics, embodying a fusion of sports, fashion, and fan pride in every piece.
