NHL, Fanatics, lululemon celebrate collaboration at launch event in NYC

The NHL, Fanatics and lululemon celebrated their collaboration at a special launch event at the flagship NHL Shop in New York on Tuesday.

The Fanatics and lululemon NHL apparel line was officially released to the public earlier in the day.

Pieces from the 11 teams featured in the line were on display throughout the store. The collaboration will expand to all 32 teams in the 2024-25 season.

Pictures of the marketing campaign featuring NHL stars and their significant others also lit up throughout the store.

NHL commissioner Gary Bettman, Fanatics founder and CEO Michael Rubin and lululemon CEO Calvin McDonald all spoke about their excitement for the collaboration at the event.

Rubin said the partnership came about with female fans on the mind and he was most excited by the fan’s reaction to the line. On Tuesday, Fanatics sold more lululemon than any other brand they carry.

McDonald called the collaboration with the NHL a “no brainer” as a Canadian company.

The initial launch features products from the Boston Bruins, Chicago Blackhawks, Detroit Red Wings, Edmonton Oilers, Florida Panthers, Montreal Canadiens, New York Rangers, Seattle Kraken, Toronto Maple Leafs, Vancouver Canucks​ and Vegas Golden Knights.

Fans can find the new line on the NHL shop and Fanatics websites. The line is also available at select Lids stores in the local markets of the 11 teams featured in the initial launch.