Lululemon, the renowned athletic apparel brand, and Fanatics, the leading e-commerce retailer for sports merchandise, have teamed up to introduce an exclusive premium fan apparel collection for the National Hockey League (NHL). With a vision to revolutionize gameday attire and beyond, this collaboration promises a fresh take on fan gear. The highly anticipated line is set to launch on October 29 across various retail locations and online platforms, including the vast Fanatics network, Lids stores, the flagship NHL Shop in NYC, and team venues.
The debut collection is slated to feature merchandise for 11 NHL teams for the 2024-25 season, serving as a teaser for the ambitious plan to include products for all 32 teams by the following season. The partnership aims to cater to hockey enthusiasts by introducing high-quality, performance-driven, and versatile wearables that resonate with the passion fans hold for the game.
Celeste Burgoyne, lululemon’s President, Americas, and Global Guest Innovation, expressed the brand’s excitement, 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 initial lineup will encompass key pieces from lululemon’s iconic range, with team logos embellishing items such as the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag across men’s and women’s collections.
NHL Chief Brand Officer Brian Jennings voiced his anticipation for the collaboration, affirming, “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.” The partnership has already caught the attention of NHL fans and players alike, with notable figures such as Connor Bedard, recently awarded the NHL’s Calder Trophy for the 2023-24 season, joining as a lululemon ambassador. Bedard, along with a roster of esteemed NHL players, stars in the creative campaign that accompanies the collection launch.
Andrew Low Ah Kee, Fanatics Commerce CEO, shared his enthusiasm for the collaboration, saying, “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 partnership is poised to enhance the fan experience by blending fashion, performance, and fandom seamlessly.
The inaugural release will shine a spotlight on 11 NHL 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 eager to get their hands on these exclusive pieces can head to selected Lids-operated stores starting Tuesday, October 29. The locations include major cities and fan hubs across North America, ensuring accessibility for supporters from various regions.
This innovative collaboration between lululemon, Fanatics, and the NHL promises to redefine fan apparel by merging high-performance designs with team spirit, offering fans a unique way to showcase their support for their favorite NHL teams. Whether worn to the rink, the gym, or simply for everyday wear, this collection aims to bring a touch of style, comfort, and team pride to hockey enthusiasts everywhere.
