Lululemon, the renowned athletic apparel company, has teamed up with Fanatics to introduce an exclusive premium fan apparel collection for the National Hockey League (NHL), setting the stage for a bold new era in gameday fashion. The collaborative line is all set to make its grand debut on October 29, promising a fusion of style and performance that will cater to hockey enthusiasts across the league.
The initial release will showcase merchandise from 11 NHL teams for the upcoming 2024-25 season, with a grand vision to expand the collection to encompass all 32 teams for the subsequent 2025-26 season. This collaborative effort aims to redefine fan apparel, bringing a fresh perspective and innovative designs to the world of sports fashion.
Celeste Burgoyne, President, Americas, and Global Guest Innovation for lululemon, expressed the brand’s enthusiasm for this partnership: “We’re passionate fans of hockey at lululemon, and we are excited to share our love for the sport with our customers through this exclusive collaboration. Our goal is to provide high-quality, performance-driven apparel that resonates with fans on game days and beyond.”
The inaugural collection will feature a blend of lululemon’s iconic products tailored for both men and women, embellished with distinctive team logos. The lineup includes popular items such as the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag, all infused with the essence of NHL fandom.
Brian Jennings, NHL Chief Brand Officer, expressed his anticipation for the collection’s release, stating, “Through a captivating campaign featuring our players and their partners, we are confident that this premium collection will strike a chord with fans, amplifying their connection to their favorite teams.”
The collaboration has also generated buzz with the association of prominent NHL figures, including Chicago Blackhawks’ rising star, Connor Bedard, who was not only honored as the NHL’s Calder Trophy recipient for the 2023-24 season but has also been named a lululemon ambassador. Bedard, along with other notable players such as John Tavares, Matty Beniers, Dylan Larkin, Seth Jones, Morgan Geekie, and Mark Stone, features prominently in the creative campaign, endorsing the collection with zeal and excitement.
Andrew Low Ah Kee, Fanatics Commerce CEO, shared his eagerness for the partnership, remarking, “As the hockey season kicks off, we are thrilled to collaborate with lululemon to offer fans a distinctive gameday experience, blending style and comfort seamlessly.”
The initial launch will shine the spotlight on a selection of 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 indulge in the collection’s offerings at various retail locations, including Lids-operated stores across different cities, ensuring accessibility for fans worldwide from October 29 onwards.
