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, which will launch on Oct. 29, will include some of the brand’s most popular men’s and women’s products including the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee and Everywhere Belt Bag embellished with team logos. For the 2024-25 season, 11 teams will be offered, including the Chicago Blackhawks and New York Rangers, and all 32 teams will be offered the following season.
This partnership follows on the heels of Lululemon’s recent signing of Connor Bedard, a center for the Chicago Blackhawks and the NHL’s rookie of the year. Bedard was the first NHL player to become an ambassador of the Lululemon brand and is featured in the campaign for this new collection.
Lululemon ambassador Conner Bedard in the new fan gear.
Courtesy of Fanatics
“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.”
As a way to publicize that the collection offers both men’s and womenswear, Bedard will be joined by John Tavares of the Toronto Maple Leafs, Matty Beniers of the Seattle Kraken, Dylan Larkin (Detroit Red Wings), Seth Jones (Chicago Blackhawks), Morgan Geekie (Boston Bruins) and Mark Stone (Vegas Golden Knights) who are photographed alongside their female partners.
John Taveras and his partner are part of the campaign.
Courtesy of Fanatics
“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, chief executive officer of Fanatics Commerce, said he grew up in Vancouver and has a “deep, lifelong attraction” to the game of hockey and believes the crop of talented young players is helping the sport find more fans.
And this deal with Lululemon is only expected to enhance the popularity of the sport, he believes. “It’s an exciting moment for fans of the NHL to have licensed product from a company like Lululemon who is now dipping its toe into hockey.”
Low Ah Kee said Fanatics has seen that fans want a broad assortment of products from their favorite teams, whether that’s replica on-ice merchandise or more lifestyle offerings. “Some want authentic merchandise and others want apparel they can wear to other places that still has a real connection to the teams they support.”
And the skyrocketing interest in women’s sports, led by the WNBA, is also expected to provide a boost to the women’s-specific merchandise. “Women are huge sports fans and women’s sports is having a moment,” he said. “And female fans are demanding more from the licensed category.”
The inclusion of women in the marketing is also distinct and expected to help connect more closely with female hockey fans, he said. “It’s not just product, but storytelling,” he said.
“We’re thrilled to bring this partnership with Fanatics and the NHL to life,” said Celeste Burgoyne, president, Americas and global guest innovation for Lululemon. “We’re always exploring new ways to introduce our brand and products to new consumers, from our direct-to-consumer approach to our partnerships with local studios, college campuses and other partners. 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, while connecting them to our most popular men’s and women’s products.”
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.