Lululemon and Fanatics have joined forces to introduce a premium fan apparel collection for the National Hockey League (NHL), marking the commencement of the 2024 season with a stylish bang. This exclusive line is set to revolutionize the gameday wardrobe for hockey enthusiasts and will be up for grabs starting October 29 at various retail outlets and online platforms, including the Fanatics network, Lids stores, the flagship NHL Shop in NYC, and team venues.
The inaugural collection is set to feature 11 NHL teams for the upcoming 2024-25 season, with ambitious plans to expand to encompass all 32 teams for the following 2025-26 season. The collaboration aims to blend lululemon’s signature high-quality, performance-driven activewear with Fanatics’ expertise in fan merchandise, promising a fresh take on traditional gameday attire.
Celeste Burgoyne, President, Americas, and Global Guest Innovation at lululemon, expressed the brand’s enthusiasm for the partnership, stating, “We’re avid hockey fans at lululemon, and we understand that our customers share the same passion. Teaming up with Fanatics and the NHL allows us to introduce top-notch performance and loungewear to hockey fans.”
The debut line will encompass a range of iconic lululemon products spanning across men’s and women’s categories, featuring team logos on popular items like the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag. NHL’s Chief Brand Officer Brian Jennings expressed his excitement for the collaboration and highlighted a unique campaign featuring NHL Players and their partners to engage fans across various retail platforms.
Chicago Blackhawks’ rising star, Connor Bedard, fresh off his Calder Trophy win for the 2023-24 season, has been chosen as a lululemon ambassador and plays a central role in the creative campaign. Bedard is joined by other prominent NHL players such as John Tavares (Toronto Maple Leafs), Matty Beniers (Seattle Kraken), Dylan Larkin (Detroit Red Wings), Seth Jones (Chicago Blackhawks), Morgan Geekie (Boston Bruins), and Mark Stone (Vegas Golden Knights), adding further appeal to the partnership.
Fanatics Commerce CEO Andrew Low Ah Kee expressed his excitement about the collaboration, stating, “With the hockey season in full swing, we are thrilled to partner with lululemon to offer fans a new gameday experience that combines style and comfort.” The collection’s initial release will shine a spotlight on 11 teams, including popular franchises such as the Boston Bruins, Chicago Blackhawks, Toronto Maple Leafs, and Vegas Golden Knights.
Fans eager to get their hands on these exclusive pieces can head to select Lids-operated stores beginning October 29. These locations include major cities and team venues, ensuring that hockey enthusiasts across North America have access to this chic and performance-driven fan apparel collection.
In a melding of fashion and fandom, the partnership between lululemon, Fanatics, and the NHL promises to elevate the fan experience and redefine gameday attire for hockey aficionados everywhere.
