Lululemon, known for its trendy activewear and athleisure, has joined forces with Fanatics to introduce an exclusive premium fan apparel collection for the National Hockey League (NHL), just in time for the start of the 2024 season. This collaboration seeks to revolutionize gameday fashion by offering fans a fresh and stylish alternative to traditional sports merchandise.
The collection, set to debut on October 29, will be available both in physical retail locations and online platforms, including the Fanatics network, Lids stores, the flagship NHL Shop in NYC, and various team venues. Initially, the collection will showcase gear for 11 NHL teams for the 2024-25 season, with plans to expand to cover all 32 teams in the following season.
Celeste Burgoyne, President, Americas, and Global Guest Innovation for lululemon, expressed the brand’s enthusiasm for this partnership, stating, “We’re big hockey fans at lululemon, and we know our guests are too. This collaboration with Fanatics and the NHL gives us the opportunity to introduce high-quality, performance, and loungewear to hockey enthusiasts who share our love for the sport.”
The fan apparel line will include iconic lululemon products tailored for both 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 Chief Brand Officer Brian Jennings echoed the excitement for this innovative partnership, highlighting the unique campaign that will involve NHL players and their partners to promote the premium collection.
A notable inclusion in the promotional campaign is Chicago Blackhawks rookie Connor Bedard, winner of the NHL’s Calder Trophy for the 2023-24 season and now a lululemon ambassador. Bedard and other NHL stars such as John Tavares, Matty Beniers, Dylan Larkin, Seth Jones, Morgan Geekie, and Mark Stone will feature prominently in the campaign, aimed at captivating fans in team stores, select Lids outlets, and online on NHLShop.com.
Andrew Low Ah Kee, Fanatics Commerce CEO, expressed his eagerness for this collaboration, highlighting the opportunity to provide fans with a new gameday experience that combines style and comfort through the exclusive collection. With the hockey season already underway, the partnership between lululemon and Fanatics promises to enhance fans’ connection with their favorite teams through trendy and functional apparel.
The initial release of the fan apparel line will focus 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 can get their hands on these stylish pieces at select Lids-operated stores in various locations.
From Boston to Vancouver, Lids stores in different cities will offer fans the chance to browse and purchase from the exclusive collection, ensuring that NHL enthusiasts can represent their favorite teams in style. This strategic partnership between lululemon and Fanatics is set to redefine fan merchandise in the world of hockey, offering a blend of performance, comfort, and style for supporters to showcase their team allegiance in a whole new way.
