NHL players have always kept their personal lives private, but things are changing now. The NHL, Fanatics, and lululemon have teamed up for a new collaboration. Instead of just having the hockey stars model the new fan apparel, the campaign will feature “our players and their partners,” according to Brian Jennings, NHL chief brand officer and senior executive VP.
The new apparel line will debut with 11 NHL teams for the 2024-25 season and will expand to include all 32 teams in the following season. The initial selection will include gear from teams like the Boston Bruins, Chicago Blackhawks, Detroit Red Wings, and more.
Andrew Low Ah Kee, Fanatics commerce CEO, expressed excitement about the collection, stating that it will help connect both men and women to their favorite teams in a stylish and comfortable way. The apparel will feature shirts, hoodies, pants, crews, and belt bags adorned with NHL logos and marks.
Players and their significant others who will be participating in the campaign include Matty Beniers and Anna Hedengren from the Kraken, Dylan Larkin and Kenzy Larkin from the Red Wings, Seth Jones and Coral Silverberg from the Blackhawks, and more.
John Tavares, who has previously modeled for lululemon during the 2022 Winter Olympics, will also be part of the campaign. Despite his past experience, Tavares admitted that modeling is not his strong suit and joked about sticking to his day job.
Connor Bedard, the NHL rookie of the year, will also be involved in the campaign as the first lululemon brand ambassador in the NHL from last season.
Fans can get their hands on the NHL, Fanatics, and lululemon collaboration starting on Oct. 29 through Shop NHL and select Lids stores in the participating markets. This new collection aims to bring fans closer to their favorite teams in a fashionable and comfortable way, thanks to the partnership between these major brands.