Lululemon, known for its stylish athleisure wear, has joined forces with sports merchandising giant Fanatics to introduce a special line of premium fan apparel dedicated to the National Hockey League (NHL). This collaboration aims to revamp gameday attire and extend the excitement beyond the rink. The anticipated launch date for this exclusive collection is set for October 29, with availability in numerous retail outlets and online platforms, including the extensive Fanatics network, Lids stores, the flagship NHL Shop in NYC, and various team venues.
Initially, the collection will showcase merchandise for 11 NHL teams for the 2024-25 season, with plans underway to expand to cover all 32 teams by the 2025-26 season. Celeste Burgoyne, President, Americas, and Global Guest Innovation for lululemon, expressed enthusiasm for this new venture, emphasizing the brand’s passion for hockey and the prospect of offering high-quality, performance and loungewear to fans sharing the same fervor for the game.
The debut line will feature a combination of lululemon’s signature products for both men and women, adorned with team logos. Fans can expect to see familiar items like the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag in the collection. NHL Chief Brand Officer Brian Jennings is looking forward to the collaboration, confident that the premium collection will strike a chord with fans through multiple retail channels.
Adding to the anticipation surrounding this partnership is the involvement of Chicago Blackhawks’ rising star, Connor Bedard. Fresh off winning the Calder Trophy for the 2023-24 season, Bedard has been named a lululemon ambassador and features prominently in the creative campaign alongside other notable NHL players like John Tavares (Toronto Maple Leafs), Matty Beniers (Seattle Kraken), and more. Bedard expressed his excitement for the collection, citing lululemon as his preferred choice for both training and leisure attire.
Andrew Low Ah Kee, Fanatics Commerce CEO, highlighted the joint effort’s aim to enhance the gameday experience for hockey fans everywhere by seamlessly blending style and comfort. The partnership’s first rollout will showcase select teams, including the Boston Bruins, Chicago Blackhawks, Detroit Red Wings, Toronto Maple Leafs, and more.
Fans can indulge in the collection at designated Lids-operated stores starting from October 29, such as Locker Room by LIDS at Burlington Mall and South Shore Plaza in Boston, Lids at Woodfield Mall in Chicago, and various other locations across North America. By collaborating, lululemon and Fanatics strive to elevate the connection between fans and their favorite NHL teams through a fusion of fashion and sports enthusiasm.