Lululemon, the athletic apparel giant, has partnered with Fanatics to introduce a high-end fan apparel line for the National Hockey League (NHL) enthusiasts. The collaboration aims to revamp gameday attire and offer a fresh perspective to the fans, both in-person and online, starting from the 2024-25 season kick-off on October 29. The exclusive collection will be available in various retail outlets, including the Fanatics network, Lids stores, the flagship NHL Shop in NYC, and team arenas.
Celeste Burgoyne, President, Americas, and Global Guest Innovation for lululemon, expressed the brand’s excitement by stating, “We’re ardent hockey supporters at lululemon, and we know our customers are as well. This partnership with Fanatics and the NHL enables us to introduce top-quality performance and loungewear to hockey fans who share our love for the sport.”
The initial lineup will highlight 11 NHL teams for the upcoming season, with plans to expand the collection to encompass all 32 teams by the following season. The collection includes a mix of men’s and women’s wear, featuring iconic lululemon products adorned with team logos like the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag.
Brian Jennings, NHL Chief Brand Officer, conveyed his enthusiasm for the collaboration, anticipating a positive reception from fans across various retail outlets. To enhance the partnership’s appeal, Chicago Blackhawks rookie Connor Bedard, recipient of the NHL’s Calder Trophy for 2023-24, has been announced as a lululemon ambassador, joining other prominent NHL players in a creative campaign.
Andrew Low Ah Kee, Fanatics Commerce CEO, expressed his excitement for the collaboration, stating, “With the hockey season in full swing, we are thrilled to partner with lululemon to offer fans a novel gameday experience that combines style and comfort, connecting them with their favorite teams.”
The first release of the collection will feature an array of 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 can access these exclusive items at select Lids-operated stores across different cities, providing a unique shopping experience for NHL enthusiasts.
The collaboration aims to elevate the fan apparel market by offering a fusion of style and performance, catering to the diverse preferences of hockey fans. With the support of lululemon’s innovation and Fanatics’ extensive reach, the NHL apparel collection is set to redefine gameday attire and create a new standard of fan engagement within the sports industry.
