Lululemon and Fanatics have joined forces to introduce a new and exclusive premium fan apparel collection for the National Hockey League (NHL) in preparation for the 2024 season. The collaboration aims to offer a fresh and innovative take on gameday attire and beyond, designed to captivate the hearts of hockey fans everywhere. The highly anticipated line is set to launch on October 29 and will be available at various retail locations and online platforms, including the extensive Fanatics network, Lids stores, the flagship NHL Shop in NYC, and team venues.
The inaugural collection will showcase merchandise from 11 NHL teams for the upcoming 2024-25 season, with plans for a comprehensive expansion to encompass all 32 teams by the 2025-26 season. This expansion signals the commitment of Lululemon and Fanatics to provide an extensive range of high-quality, performance-driven apparel options for fans of all NHL teams.
Celeste Burgoyne, the President of Americas and Global Guest Innovation at Lululemon, expressed enthusiasm for the 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.” This sentiment underscores the brand’s dedication to offering both style and functionality to the sports fashion market.
The debut line will feature a selection of Lululemon’s iconic products across men’s and women’s categories, adorned with team logos on popular items such as the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag. These items are designed to seamlessly blend fashion with function, catering to the diverse needs of NHL enthusiasts looking to showcase their team pride in style.
Brian Jennings, the Chief Brand Officer of the NHL, expressed excitement for the collaboration, stating, “With a unique campaign featuring our Players and their partners, we’re confident this premium collection will resonate with fans in team stores, select Lids stores, and on NHLShop.com.” The partnership intends to engage fans with a fresh approach to fan apparel, enhancing the overall gameday experience for NHL supporters.
The collaboration has also garnered attention from NHL players, with Chicago Blackhawks rookie Connor Bedard, the 2023-24 Calder Trophy winner, being named as a Lululemon ambassador. Bedard, along with other notable players such as John Tavares, Matty Beniers, Dylan Larkin, Seth Jones, Morgan Geekie, and Mark Stone, stars in the creative campaign that aims to showcase the versatility and appeal of the new fan apparel collection to NHL fans worldwide.
Andrew Low Ah Kee, the CEO of Fanatics Commerce, emphasized the significance of the partnership, 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.” The collaboration between Lululemon and Fanatics seeks to redefine the fan apparel landscape, offering fans a unique and stylish way to support their favorite NHL teams.
As the fan apparel collection is unveiled, fans can find the merchandise at Lids-operated stores across various locations, including Boston, Chicago, Detroit, East Rutherford, Edmonton, Las Vegas, Montreal, New York, Seattle, Sunrise, Toronto, and Vancouver. These retail stores will provide fans with the opportunity to explore and purchase the exclusive NHL fan apparel line, enhancing their gameday experiences with premium and stylish merchandise tailored to meet the demands of passionate NHL supporters.
