NHL APPAREL GAME GETS AN UPGRADE

TORONTO, ON — Hockey fans are about to upgrade their closets this season as lululemon and Fanatics have teamed up to produce a new line of clothing.

Early Tuesday morning, the brands announced their partnership in which lululemon will design and develop a new line of premium NHL fan apparel in a staggered process starting with 11 teams this season and all 32 clubs in 2025-26.

This collab has been in the works for some time and will finally be introduced later this month.

Chicago Blackhawks star Connor Bedard, who became the first NHL player to join the lululemon’s ambassador roster last year, is featured throughout the collection’s campaign. Other NHL stars, like John Tavares, Dylan Larkin, Mark Stone and Matty Beniers, are also featured, along with their partners.

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

Starting Oct. 29, fans will be able to get their hands on this new swag across several Lids stores and venues, as well as through the Fanatics network of online sites throughout the U.S. and Canada, Lids stores and venues they operate.

Participating team venues will also have the merchandise available, along with the flagship NHL Shop NYC in New York City.

This is a solid step forward in the sport’s apparel game and a good way to connect with brands that resonate in both the sports and lifestyle demographics.

“It’s exciting that lululemon is partnering with Fanatics and the NHL to introduce more fans to the brand,” Bedard said.

The initial product release will include some of lululemon’s most popular and iconic products across men’s and women’s categories, including the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee, and Everywhere Belt Bag.

This season's release will feature branded merch of 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.