Lululemon, the renowned athleisure brand, has struck an exciting partnership with Fanatics to introduce a premium fan apparel line for the National Hockey League (NHL) at the start of the 2024 season. The collection will offer a fresh and stylish approach to gameday attire, catering to both men and women, and will be available for purchase from October 29 onwards. Fans can look forward to seeing a distinctive range of products in various retail outlets and online platforms, including Fanatics network, Lids stores, the flagship NHL Shop in NYC, and team venues.
The initial launch will feature merchandise from 11 NHL teams for the 2024-25 season, with plans for expansion to cover all 32 teams in the subsequent 2025-26 season. This collaboration aims to merge high-quality performance and loungewear with the passion shared by hockey fans worldwide. The collection will include iconic lululemon pieces, such as the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag, all embellished with team logos.
Celeste Burgoyne, President, 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 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.”
NHL Chief Brand Officer Brian Jennings also shared his excitement, emphasizing the unique campaign featuring NHL Players and their partners that will promote the premium collection in team stores, select Lids stores, and online on NHLShop.com. Chicago Blackhawks rookie Connor Bedard, recently honored with the NHL’s Calder Trophy for the 2023-24 season, has been named a lululemon ambassador and will be a prominent figure in the campaign. Bedard leads a star-studded lineup of NHL players like John Tavares, Matty Beniers, Dylan Larkin, Seth Jones, Morgan Geekie, and Mark Stone, all showcasing the new apparel collection.
Bedard, thrilled about the collaboration, 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.”
Fanatics Commerce CEO Andrew Low Ah Kee expressed his excitement for the collaboration, stating, “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.”
As the collection is launched, fans can shop for their favorite team merchandise at various Lids-operated stores across different locations including Boston, Chicago, Detroit, East Rutherford, Edmonton, Las Vegas, Montreal, New York, Seattle, Sunrise, Toronto, and Vancouver. This collaboration between lululemon and Fanatics is set to revolutionize the way NHL fans support their teams, combining style, comfort, and performance in a premium apparel line that celebrates the spirit of hockey in a whole new light.