The National Hockey League (NHL) has announced a dynamic new collaboration with the athletic apparel giant, lululemon, and the global sports merchandise leader, Fanatics.
This partnership aims to fuse lululemon’s reputation for premium, performance-driven clothing with Fanatics’ expansive retail platform, offering a fresh and innovative collection tailored to NHL enthusiasts.
The initial rollout, set for the 2024-25 season, will feature apparel for fans of 11 NHL teams, including 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. By the 2025-26 season, the partnership is expected to expand, encompassing all 32 NHL teams.
Commenting on the partnership, Celeste Burgoyne, President of Americas and Global Guest Innovation for lululemon, said, “We’re big hockey fans here at lululemon, and we know our guests are too. 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.”
NHL Chief Brand Officer and Senior Executive Vice President Brian Jennings, added, “We are proud to celebrate the start of an exciting new season with the launch of this collection with Fanatics and lululemon, a premier global athletic apparel brand. 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.”
Fanatics Commerce CEO Andrew Low Ah Kee, continued, “With hockey season underway, we couldn’t be more excited to collaborate with an amazing brand like lululemon to help us bring the new feel of gameday to NHL fans everywhere. 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 new collection will include men’s and women’s apparel, featuring popular lululemon items like the Scuba Hoodie, Define Jacket, Align Pant, and Metal Vent Tee, all infused with NHL team logos and elements. The designs aim to bring together lululemon’s signature comfort and style with the passion and energy of the NHL, creating a premium fan experience for supporters of the league.
In addition to this partnership, lululemon has been expanding its presence in the world of sports, recently securing a licensing arrangement with NASCAR to develop official merchandise. Fanatics, a powerhouse in the sports merchandise industry, continues to build its impressive portfolio, working with over 900 sporting organizations globally, including major leagues like the Football Association, the Premier League, the Lever Cup, the UFC, and Juventus FC.
As the NHL continues to grow its brand partnerships, 2024 has already seen announcements with Norwegian Cruise Line, New Era, BODYARMOR, Verizon, Prince Edward Island, NFP, and Tylenol, solidifying the league’s ongoing commitment to expanding its global presence.
The new NHL fan apparel line from lululemon and Fanatics is set to deliver a fresh, stylish twist to game-day gear, combining the best in sportswear design and retail expertise to provide fans with a truly elevated experience.
