When it comes to professional sports, the National Hockey League sometimes gets overshadowed by the National Football League and National Basketball Association. But Lululemon is out to change that by partnering with Fanatics on a new line of apparel targeted to the hockey fan.
The collection, set to launch on Oct. 29, will include some of Lululemon’s most popular men’s and women’s products, such as the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag, all embellished with team logos. Initially, 11 teams will be offered for the 2024-25 season, including the Chicago Blackhawks and New York Rangers, with all 32 teams set to be offered the following season.
This partnership follows Lululemon’s recent signing of Connor Bedard, a center for the Chicago Blackhawks and the NHL’s rookie of the year. Bedard, the first NHL player to become an ambassador of the Lululemon brand, is featured in the campaign for this new collection.
“As a proud Lululemon ambassador and longtime fan of the brand, Lululemon is my go-to gear for training and an off-day,” Bedard said. “It’s exciting that Lululemon is partnering with Fanatics and the NHL to introduce more fans to the brand.”
To showcase that the collection offers both men’s and women’s wear, Bedard will be joined by other NHL players and their female partners in the campaign. This inclusive approach aims to connect more closely with female hockey fans and highlight the range of products available for both men and women.
“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.”
Andrew Low Ah Kee, CEO of Fanatics Commerce, expressed his excitement about the partnership, noting that the growing interest in hockey, especially among young players, is helping the sport attract more fans. He believes that Lululemon’s entry into the hockey market will further enhance the sport’s popularity.
The collection will be available 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. This move not only broadens Lululemon’s brand reach but also deepens its engagement within the hockey community, tapping into the passion fans have for their favorite NHL teams while offering them high-quality apparel options.
In conclusion, the collaboration between Lululemon, Fanatics, and the NHL represents a significant step in expanding the reach of hockey apparel and connecting with fans on a deeper level. With a focus on inclusivity, quality products, and engaging storytelling, this partnership is set to elevate the fan experience and bring a new level of excitement to the world of hockey fashion.