This partnership follows lululemon’s recent signing of the Chicago Blackhawks and the recipient of the 2023-2024 Calder Trophy for NHL Rookie of the Year. Connor Bedardwho last year became the first NHL player to join the brand’s ambassador roster and is featured in the collection’s creative campaign. To draw attention to the men’s and women’s collections, other NHL players and their partners are also involved in the campaign Johannes Tavares (Toronto Maple Leaves), Matty Beniers (Seattle Kraken), Dylan Larkin (Detroit Red Wings), Seth Jones (Chicago Blackhawks), Morgan Geekie (Boston Bruins) and Mark Steen (Vegas Golden Knights).

“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.”

“With hockey season approaching, we couldn’t be more excited to partner with a great brand like lululemon to help us bring the new feeling of gameday to NHL fans everywhere,” said Fanatics Commerce CEO Andrew Low-Ah Kee. “This new collection marks a pivotal moment in how we connect both men and women with the teams they love – bringing them together in style and comfort through a truly premium range.”