Lululemon Athletica, Inc. announced that it has partnered with Fanatics and the National Hockey League (NHL) to design and develop fan apparel.
The new Lululemon apparel range will include 11 of the NHL’s 32 teams this season, including the New York Rangers, Boston Bruins, Toronto Maple Leafs, and Vancouver Canucks, with plans to expand to all the NHL league franchises in 2025.
The LULU collection of men’s and women’s hoodies, jackets, pants, and belt bags will drop at retail on October 29.
“We’re big hockey fans here at Lululemon, and we know our guests are too,“ said Celeste Burgoyne, president of Americas and Global Guest Innovation at Lululemon. “We’re thrilled to partner with Fanatics and the NHL to grow our presence in professional sports and introduce our high-quality performance and loungewear apparel to NHL fans around the League who share our love for the game.”
“We are proud to celebrate the start of an exciting new season with the launch of this collection with Fanatics and Lululemon,“ said NHL Chief Brand Officer and Senior Executive Vice President Brian Jennings. “With a unique campaign featuring our players and their partners, we’re confident the elevated product offerings coming to team stores, select Lids stores and nhlshop.com will delight our fans.”
Chicago Blackhawks Connor Bedard, the first NHL player to join LULU’s ambassador roster in 2023, is featured throughout the marketing campaign. Other NHL players include John Tavares, Dylan Larkin, Mark Stone, Matty Beniers, and their partners.
Fanatics Commerce CEO Andrew Low Ah Kee said, “This new collection is a pivotal moment in how we connect both men and women to the teams they love—bringing them together in style and comfort through a truly premium assortment.”
The collection will be sold through the Fanatics online network in the U.S. and Canada, Lids stores, the NHL Shop NYC, and team stores.
Image courtesy Lululemon
