Lululemon and Fanatics Partner with NHL to Launch New Premium Fan Apparel Collection

Lululemon Athletica Inc. and Fanatics Inc. have announced a new partnership with the National Hockey League (NHL) to design and develop a premium line of NHL fan apparel. This collaboration, unveiled on Tuesday, October 22, marks a significant upgrade in the NHL’s apparel game.

The initial collection will feature 11 of the NHL’s 32 teams for the 2024-25 season, including the 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. Plans are in place to expand the collection to all 32 NHL teams by the 2025-26 season.

The apparel line includes a range of products such as hoodies, jackets, pants, and belt bags, drawing from Lululemon’s popular and iconic items like the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag. These items will be available in both men’s and women’s categories and will be embellished with team marks.

The collection will be available for purchase starting October 29 across various retail locations, including Lids stores, participating team venues, and the flagship NHL Shop NYC in New York City. It will also be available through the Fanatics network of online sites in the U.S. and Canada.

The campaign for the new collection features several NHL stars, including Connor Bedard of the Chicago Blackhawks, John Tavares of the Toronto Maple Leafs, Dylan Larkin of the Detroit Red Wings, and Mark Stone of the Vegas Golden Knights, among others. Bedard, who became the first NHL player to join Lululemon’s ambassador roster last year, expressed his excitement about the partnership, stating that Lululemon is his go-to gear for both training and off-days.

“We’re big hockey fans here at lululemon, and we know our guests are too,” said Celeste Burgoyne, President, Americas and Global Guest Innovation for 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).