Lululemon and Fanatics Expand NHL Apparel Collection to All 32 Teams for 2025-26 Season
In a significant move for hockey fans and fashion enthusiasts alike, Lululemon and Fanatics have announced an expansion of their partnership with the National Hockey League (NHL). This collaboration will see the introduction of a comprehensive fan apparel collection for all 32 NHL teams, set to launch in time for the 2025-26 season.
A Successful Start
The partnership began last fall, when Lululemon and Fanatics initially offered a selection of apparel for 11 NHL teams. The response was overwhelmingly positive, with Lululemon merchandise quickly rising to become one of the league’s top-selling brands. According to Fanatics, the launch day sales for the initial collection accounted for a staggering 80% of league-wide sales across their e-commerce platforms. Notably, nearly half of these purchases were made by women, highlighting a growing demand for stylish and functional sportswear among female fans.
New Offerings for Fans
Building on this success, Lululemon plans to introduce over 20 new styles for both men and women, along with a range of accessories including bags, bottles, and hats. The new apparel lineup will feature popular items such as the Soft Jersey half-zip, License to Train hoodie, and Organic Cotton Classic-Fit T-shirt. Accessories will include the Crossbody camera bag, Dual Pouch wristlet, and Everywhere backpack, all designed to enhance the fan experience both at the rink and at home.
Promoting Hockey Culture
Celeste Burgoyne, president of Americas and global guest innovation at Lululemon, emphasized the cultural significance of hockey, stating, “Hockey is more than a game; it’s a culture and shared language that brings people together.” She noted that the expanded collection allows fans to express their team pride through high-quality products that they can trust. This sentiment reflects a broader trend in sports merchandising, where the focus is increasingly on lifestyle and community rather than just team allegiance.
Influencers and Marketing Strategy
The 2025 campaign will feature prominent figures in the hockey community, including analyst and former NHL player Paul “Biz” Bissonnette, social media influencer Megan Eugenio (known as Overtime Megan), and hockey influencer Zac Bell. This strategic choice of ambassadors aims to connect with a younger audience and leverage the power of social media to promote the new collection.
Andrew Low Ah Kee, CEO of Fanatics Commerce, echoed the excitement surrounding the collaboration, stating, “The response to last year’s NHL x Lululemon collaboration was phenomenal-especially the demand for women’s products.” He emphasized that the expansion is about providing fans with more opportunities to celebrate their passion for hockey, both on game days and in their everyday lives.
Availability and Distribution
The new collection will be available through multiple channels. A limited assortment will be featured on the Lululemon e-commerce site, while the full range will be accessible on Fanatics, the NHL’s official online store, and through all 32 NHL clubs. Additionally, Lids-operated stores in various markets will carry the collection, ensuring that fans have ample access to the new offerings. Select arena team stores will also stock the merchandise, making it easier for fans to shop during games.
The Broader Context of Sports Apparel
This partnership between Lululemon and Fanatics is part of a larger trend in the sports apparel industry, where brands are increasingly focusing on lifestyle-oriented products that resonate with fans beyond the game. The success of this collaboration reflects a shift in consumer preferences, where fans are looking for stylish, high-quality apparel that they can wear in various settings, not just at sporting events.
Historically, sports merchandise has often been limited to basic jerseys and caps. However, as the market evolves, brands are recognizing the importance of offering a wider range of products that cater to diverse tastes and lifestyles. This shift is particularly evident in the growing demand for women’s sports apparel, which has seen a significant increase in recent years.
Conclusion
The expansion of the Lululemon and Fanatics partnership with the NHL marks a pivotal moment in the intersection of sports and fashion. By offering a comprehensive collection for all 32 teams, the collaboration not only caters to the growing demand for stylish sportswear but also reinforces the cultural significance of hockey as a unifying force. As the 2025-26 season approaches, fans can look forward to expressing their team pride in new and exciting ways, both on and off the ice.
