On Tuesday, the NHL, Fanatics, and lululemon celebrated their exciting new collaboration at a launch event held at the flagship NHL Shop in New York. The event marked the official release of the Fanatics and lululemon NHL apparel line to the public, with products from 11 teams on display. The collection, which is set to grow to include all 32 NHL teams for the 2024-25 season, aims to offer fans stylish, performance-driven clothing that blends lululemon’s athletic expertise with NHL team spirit.
The event featured speeches from key figures in the collaboration: NHL commissioner Gary Bettman, Fanatics founder and CEO Michael Rubin, and lululemon CEO Calvin McDonald. Rubin shared that the partnership was created with female fans in mind, and he expressed excitement about the fan reaction. Fanatics reported that the launch day saw more lululemon-branded products sold than any other brand on their platform, highlighting the success of the collaboration.
McDonald, speaking as a Canadian, called the partnership a “no-brainer,” given lululemon’s Canadian roots and the country’s deep connection to hockey. The initial collection includes apparel from 11 popular teams: 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. These products were prominently displayed throughout the event, showcasing the collaboration’s diverse appeal.
The new NHL x lululemon line is available for purchase on the NHL Shop and Fanatics websites, as well as at select Lids stores in markets corresponding to the teams featured in the initial release. The collection aims to meet the growing demand for fashionable, functional NHL fan gear and strengthen the connection between the sport and its diverse fan base.
