Lululemon and Fanatics are expanding their partnership with the National Hockey League by expanding their fan apparel collection to all 32 teams for the upcoming 2025-26 season.
Last fall, the companies began offering key men’s and women’s apparel pieces for 11 teams, and the response was strong. According to Fanatics, the Lululemon merchandise ranked among the NHL’s top-five selling brands for the regular season. Launch-day sales of the initial collection accounted for 80 percent of league-wide sales across Fanatics’ network of e-commerce sites, with women’s products accounting for nearly half of those purchases.
To capitalize on that popularity, Lululemon will introduce more than 20 new styles for men and women along with accessories such as bags, bottles and hats for the entire league. The apparel offering will include the Soft Jersey half-zip, License to Train hoodie, Organic Cotton Classic-Fit T-shirt, Cates T, Love long-sleeve while the accessories assortment will include the Crossbody camera bag, Dual Pouch wristlet and Everywhere backpack.
The 2025 campaign will feature hockey analyst and former NHL player Paul “Biz” Bissonnette, social media star Megan Eugenio (aka Overtime Megan) and hockey influencer Zac Bell.
“Hockey is more than a game, it’s a culture and shared language that brings people together,” said Celeste Burgoyne, president of Americas and global guest innovation at Lululemon. “By welcoming all 32 NHL teams into our premium fan collection with Fanatics, we’re giving guests a new way to express their team pride through the elevated product they already trust us to deliver. Whether rink-side or watching from home, this gear lets fans show up with style, spirit and a sense of belonging as we head into the 2025–26 NHL season.”
Andrew Low Ah Kee, chief executive officer of Fanatics Commerce, added: “The response to last year’s NHL x Lululemon collaboration was phenomenal — especially the demand for women’s products, which confirmed our shared vision to elevate the fan experience. With the new season approaching, we’re building on that momentum by expanding our offering to include premium apparel for all 32 teams. It’s about giving fans more ways to show up, stand out and celebrate their passion — on game day and every day.”
A limited assortment will be available on the Lululemon e-commerce site with the full collection on Fanatics, the NHL online site, all 32 NHL clubs and Lids-operated stores in each market. Select arena team stores will also carry the collection.
