Lululemon Skates into NHL Territory with Fanatics Apparel Partnership

Luxury fashion brand Lululemon is setting its sights on hockey fans with a newly announced apparel line in partnership with Fanatics. This collaboration aims to bring Lululemon’s popular athletic wear into the realm of National Hockey League (NHL) fan gear, marking an exciting shift towards integrating lifestyle and sports apparel.

Elevating Hockey Apparel

Starting October 29, the collaboration will roll out a line featuring Lululemon’s top-selling items such as the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag, all adorned with NHL team logos. This initiative will initially cater to 11 teams, including the Chicago Blackhawks and New York Rangers, with plans to expand to all 32 teams in the following season.

Star Power on Ice

The collection gains additional momentum from Connor Bedard, NHL rookie of the year and center for the Chicago Blackhawks, who is the first NHL player to serve as a Lululemon ambassador. Bedard, along with NHL stars like John Tavares, Matty Beniers, Dylan Larkin, Seth Jones, Morgan Geekie, and Mark Stone, will appear in the campaign alongside their female partners, emphasizing the collection’s appeal to both male and female fans.

A Campaign Celebrating Inclusivity

The NHL’s Chief Brand Officer and Senior Executive Vice President Brian Jennings expressed enthusiasm for the dual-gender focus of the campaign, noting its potential to attract a wider audience to the sport and the brand. The collection will be available in team stores, select Lids stores, and through the www.nhlshop.com website, ensuring wide accessibility for fans.

A Broader Appeal

Andrew Low Ah Kee, Chief Executive Officer of Fanatics Commerce, highlighted the growing popularity of the NHL, aided by a new generation of talented players. This partnership with Lululemon aims to satisfy fan demand for a broad assortment of team-related products that extend beyond traditional sports merchandise to include more fashionable lifestyle pieces.

Boosting Women’s Engagement in Sports

The initiative also aligns with the increasing interest in women’s sports. Low Ah Kee pointed out the rise in female sports fandom and the demand for women’s-specific merchandise, which the campaign aims to address. By featuring NHL players with their partners, the initiative not only promotes products but also tells a story that connects with female hockey fans on a deeper level.

Celeste Burgoyne, President of Americas and global guest innovation for Lululemon, remarked on the strategic move to introduce Lululemon to new consumers through direct-to-consumer channels and diverse partnerships. “This collection not only broadens our brand reach but will deepen our community engagement within the sport, tapping into the passion fans have for their favorite NHL team,” she stated to WWD.

The collection will be sold through the Fanatics online network in the U.S. and Canada, as well as in Lids stores, the NHL Shop NYC in New York, and team stores, making it easily accessible for fans across North America.