Lululemon, the renowned athletic apparel brand, has joined forces with Fanatics, a leading sports merchandise retailer, to introduce an exclusive premium fan apparel collection for the National Hockey League (NHL) ahead of the 2024 season. This partnership aims to revolutionize gameday attire for passionate NHL fans, offering a blend of style, comfort, and performance.
Scheduled to hit the shelves on October 29, the collection will be accessible at various retail outlets and online platforms, including the Fanatics network, Lids stores, the flagship NHL Shop in NYC, and team venues, providing fans with a range of convenient options to get their hands on these bespoke pieces.
Initially, the collection will showcase merchandise for 11 NHL teams for the upcoming 2024-25 season, with plans in place to expand the offerings to cover all 32 teams by the following season in 2025-26. This expansion aims to cater to fans of all NHL franchises, ensuring that every supporter can represent their favorite team in style.
Celeste Burgoyne, President, Americas, and Global Guest Innovation for lululemon, expressed the brand’s enthusiasm for this collaboration, 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 debut line will feature iconic lululemon products designed for both men and women, including popular items like the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag, all adorned with team logos to showcase team pride in a stylish manner.
Brian Jennings, NHL Chief Brand Officer, highlighted the innovative campaign that will accompany the collection, featuring NHL players and their partners. The league is confident that this premium collaboration will strike a chord with fans, who will be able to find these exclusive pieces in team stores, select Lids stores, and on NHLShop.com.
The collaboration with lululemon has also attracted the attention of NHL stars, including Connor Bedard of the Chicago Blackhawks, who was recently honored with the NHL’s Calder Trophy for the 2023-24 season and is now proudly serving as a lululemon ambassador. Bedard, along with other notable players like John Tavares, Matty Beniers, Dylan Larkin, Seth Jones, Morgan Geekie, and Mark Stone, will be featured in the campaign, adding excitement and credibility to the collection.
Connor Bedard expressed his excitement about the partnership, saying, “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.”
Andrew Low Ah Kee, Fanatics Commerce CEO, emphasized the importance of this collaboration during the hockey season, 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.”
To kick off the launch, the collection will feature merchandise for teams such as the Boston Bruins, Chicago Blackhawks, Detroit Red Wings, and Edmonton Oilers, among others. The line aims to offer fans a fresh and stylish way to support their teams both on and off the ice.
Fans can indulge in this exciting collection at various Lids-operated stores across different cities starting from October 29, giving them the opportunity to shop for their favorite team’s gear and showcase their unwavering support in a fashionable and comfortable manner. It’s a new era for NHL fan apparel, blending performance with style for the modern fan.
