I’m excited to share the details on the latest partnership between athletic apparel powerhouse Lululemon and the National Hockey League. The two brands have teamed up to launch a new line of premium fan gear, offering NHL enthusiasts a fresh and fashionable way to showcase their team spirit.
On October 29th, just in time for the start of the 2024–25 NHL season, the collaboration, which also involves sports merchandising giant Fanatics, will make its debut. The initial collection will feature 11 teams, with plans to expand to all 32 NHL franchises by the following season.
Blending sport and style.
The new apparel line will showcase some of Lululemon’s most popular and iconic products, including the Scuba Hoodie, Define Jacket, Align Pant, and Everywhere Belt Bag, all adorned with official team logos and branding. This seamless integration of high-performance athletic wear and team spirit is sure to delight both Lululemon devotees and diehard hockey fans.
“We’re big hockey fans here at Lululemon, and we know our guests are too,” expressed Celeste Burgoyne, Lululemon’s President of Americas and Global Guest Innovation. “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.”
Embracing the Next Generation of Talent
The partnership has also seen Lululemon sign on its first-ever NHL player ambassador, Connor Bedard of the Chicago Blackhawks. The collection’s marketing campaign prominently features the reigning Calder Trophy (Rookie of the Year) winner alongside other rising stars such as John Tavares, Matty Beniers, and Dylan Larkin.
“As a proud Lululemon ambassador and long-time fan of the brand, Lululemon is my go-to gear for training and an off-day,” said Bedard. “It’s exciting that Lululemon is partnering with Fanatics and the NHL to introduce more fans to the brand.”
A New Era of Gameday Style
The NHL is equally enthusiastic about the collaboration, with Chief Brand Officer and Senior Executive Vice President Brian Jennings stating, “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.”
Jennings added, “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.”
As hockey fans eagerly await the new season, this partnership between Lululemon, Fanatics, and the NHL promises to usher in a fresh and fashionable era of gameday style. By blending the worlds of high-performance athleticism and premium lifestyle apparel, the new collection offers fans a truly elevated way to showcase their team loyalty.
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