When it comes to professional sports, the National Hockey League is sometimes overshadowed by the National Football League and the National Basketball Association. But Lululemon wants to change that by collaborating with Fanatics on a new clothing line aimed at the hockey fan.

The collection, which launches on October 29, will feature some of the brand’s most popular men’s and women’s products, including the Scuba Hoodie, Define Jacket, Align Pant, Steady State Crew, Metal Vent Tee and Everywhere Belt Bag, embellished with team logos . For the 2024-2025 season, 11 teams will be offered, including the Chicago Blackhawks and New York Rangers, and all 32 teams will be offered the following season.

This partnership follows Lululemon’s recent signing of Connor Bedard, a center for the Chicago Blackhawks and the NHL’s Rookie of the Year. Bedard was the first NHL player to become a Lululemon brand ambassador and is featured in the campaign for this new collection.

“As a proud Lululemon ambassador and longtime fan of the brand, Lululemon is my go-to gear for workouts and days off,” said Bedard. “It’s exciting that Lululemon is partnering with Fanatics and the NHL to introduce more fans to the brand.”

Showcasing that the collection features both men’s and women’s clothing, Bedard is joined by John Tavares of the Toronto Maple Leafs, Matty Beniers of the Seattle Kraken, Dylan Larkin (Detroit Red Wings), Seth Jones (Chicago Blackhawks), Morgan Geekie (Boston Bruins) and Mark Stone (Vegas Golden Knights) photographed with their female partners.

“We are proud to celebrate the start of an exciting new season with the launch of this collection with Fanatics and Lululemon,” said NHL chief brand officer and senior executive vice president Brian Jennings. “With a unique campaign with our players and their partners, we are confident that the increased product offering in team stores, selected Lids stores and nhlshop.com will delight our fans.”

Andrew Low Ah Kee, CEO of Fanatics Commerce, said he grew up in Vancouver and has a “deep, lifelong attraction” to the game of hockey. He believes the emergence of talented young players will help the sport find more fans.

And this deal with Lululemon is only expected to increase the sport’s popularity, he believes. “It’s an exciting moment for NHL fans to have a product licensed from a company like Lululemon, which is now dipping its toe into hockey.”

Low Ah Kee said Fanatics has seen that fans want a wide range of products from their favorite teams, whether that’s on-ice replica merchandise or more lifestyle offerings. “Some want authentic merchandise and others want clothing they can wear in other places and still have a real connection to the teams they support.”

And skyrocketing interest in women’s sports, led by the WNBA, is also expected to boost women’s-specific merchandise. “Women are big sports fans and women’s sports are having a moment,” he said. “And female fans are demanding more from the licensed category.”

The inclusion of women in the marketing is also distinctive and is expected to help connect more closely with female hockey fans, he said. “It’s not just about products, it’s also about storytelling,” he said.

“We’re excited to bring this partnership with Fanatics and the NHL to life,” said Celeste Burgoyne, president of Americas and Global Guest Innovation for Lululemon. “We are always exploring new ways to introduce our brand and products to new consumers, from our direct-to-consumer approach to our partnerships with local studios, college campuses and other partners. This collection will not only expand our brand reach, but will also deepen our community involvement within the sport, tapping into the passion fans have for their favorite NHL team, while connecting them to our most popular men’s and women’s products. ”

The collection will be sold through the Fanatics online network in the US and Canada, as well as in Lids stores, the NHL Shop NYC in New York and team stores.