Lululemon Athletica, Inc. has announced that it has entered into a partnership with Fanatics and the National Hockey League (NHL) for the design and development of fan apparel.
The new Lululemon apparel line will include 11 of the NHL’s 32 teams this season, including the New York Rangers, Boston Bruins, Toronto Maple Leafs and Vancouver Canucks. Plans call for expansion to all NHL league franchises in 2025.
The LULU collection will be available in stores on October 29th, featuring hoodies, jackets, pants and belt bags for men and women.
For example, Fanatics’ relationship with Nike includes the manufacture of Nike-branded merchandise for fans of the NFL, MLB and college football. This is the first time Fanatics has partnered with Lululemon (Nasdaq: LULU), which has a market cap of about $36 billion.
The deal also expands Fanatics’ extensive relationship with the NHL that dates back to 2005, when a previous version of the company agreed to manage the league’s online stores and mail the league’s annual catalog.
“We’re huge hockey fans here at Lululemon, and we know our guests are too,” said Celeste Burgoyne, president of Americas and global guest innovation at Lululemon. “We are thrilled to partner with Fanatics and the NHL to expand our presence in professional sports and introduce our high-quality performance and loungewear to NHL fans across the league who share our love of the game.”
“We are proud to celebrate the start of an exciting new season with the launch of this collection with Fanatics and Lululemon,” said Brian Jennings, NHL Chief Brand Officer and Senior Executive Vice President. “With a unique campaign featuring our players and their partners, we’re confident the elevated product offerings coming to Team Stores, select Lids locations and nhlshop.com will delight our fans.”
