Lululemon, the high-performance athletic apparel brand known for its sleek and stylish gear, is continuing its successful collaboration with Fanatics, one of the largest sports merchandising platforms in the world. This year, the partnership is set to take a major leap forward as it expands its fan apparel collection to include all 32 teams in the National Hockey League (NHL) for the upcoming 2025-26 season.
The partnership between Lululemon and Fanatics first began last fall with a limited release of men’s and women’s apparel for 11 NHL teams. The response was overwhelming, with Lululemon’s NHL merchandise quickly becoming one of the top-selling brands across Fanatics’ vast e-commerce network. According to Fanatics, the sales figures from the initial collaboration were impressive, with the launch-day sales representing a staggering 80% of the total league-wide sales for the season. Furthermore, women’s products accounted for nearly half of these sales, highlighting the growing demand for female-targeted sports apparel and the increasing interest of women in hockey culture.
Building on this success, Lululemon and Fanatics are now ready to roll out an even bigger and more diverse collection for the upcoming season, which will cover all 32 NHL teams. The expansion of the collection is designed to provide fans with more options than ever before to support their teams in style.
What’s New in the 2025 Collection?
For 2025, Lululemon plans to introduce more than 20 new apparel styles for both men and women, as well as a variety of accessories designed to complement the fan gear. Some of the standout apparel items will include the Soft Jersey Half-Zip, the License to Train Hoodie, the Organic Cotton Classic-Fit T-shirt, the Cates T, and the Love Long-Sleeve. These items are designed with Lululemon’s signature style—minimalist, comfortable, and high-performing—to appeal to both athletes and fans alike.
But it’s not just about the clothing. Lululemon will also offer a wide range of accessories to complete the fan look. These include trendy yet functional items like the Crossbody Camera Bag, Dual Pouch Wristlet, and the popular Everywhere Backpack, all of which blend the world of high-end fashion with sports culture seamlessly.
The partnership is also taking fan engagement to the next level by incorporating well-known personalities from the hockey world and beyond. Hockey analyst and former NHL player Paul “Biz” Bissonnette, social media star Megan Eugenio (aka Overtime Megan), and hockey influencer Zac Bell are all set to represent the collection in promotional efforts. Their involvement is aimed at further connecting with the fanbase and driving excitement for the new season.
Lululemon’s Commitment to the Fan Experience
At the heart of the expanded collaboration is Lululemon’s desire to bring fans an elevated experience—both on and off the ice. According to Celeste Burgoyne, the president of Americas and global guest innovation at Lululemon, this partnership goes beyond just creating apparel. “Hockey is more than a game, it’s a culture and shared language that brings people together,” she said. “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.”
Burgoyne’s comments highlight Lululemon’s vision of bridging the worlds of high-performance athletic wear and fan apparel. For fans, it’s not just about showing team loyalty—it’s about doing so with products that reflect the quality, comfort, and functionality they expect from Lululemon. Whether they’re sitting rink-side or watching from home, the new collection ensures that fans have the gear they need to support their teams with confidence and style.
The 2025 collection is designed to provide a higher level of premium sportswear that appeals to both the hardcore fans who want to wear their team pride on game day and the casual fans looking for everyday apparel that reflects their passion for the game. The line includes everything from sleek, form-fitting performance pieces to more laid-back, everyday garments, ensuring that the collection caters to a variety of personal styles and preferences.
Fanatics: A Strong Partner in the Expansion
Andrew Low Ah Kee, the CEO of Fanatics Commerce, echoed the excitement surrounding the new expansion and the overwhelming success of last year’s partnership. “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,” Low Ah Kee said. “With the new season approaching, we’re building on that momentum by expanding our offering to include premium apparel for all 32 teams.”
This expansion marks another step in Fanatics’ continued efforts to revolutionize the sports merchandising industry. By partnering with a premium brand like Lululemon, Fanatics is showing that it’s not just about traditional team gear anymore. Sports fans are increasingly seeking clothing and accessories that offer a blend of style, comfort, and performance—and that’s exactly what this new collection delivers.
Where Can Fans Find the New Collection?
The full collection will be available across multiple channels to make sure that fans have easy access to their team’s gear. While a limited assortment will be available on the Lululemon e-commerce site, the complete range of products will be sold through Fanatics, the official NHL online store, and through the websites of all 32 NHL teams. Additionally, Lululemon’s signature stores and Lids-operated shops will carry the collection, making it even easier for fans to purchase their favorite items in person.
Fans attending games will also have the opportunity to purchase pieces of the collection directly at select arena team stores, ensuring that they can gear up for game day while supporting their teams. This availability across multiple platforms and physical locations ensures that fans can get their hands on the latest styles no matter where they live.
Conclusion
The expansion of Lululemon and Fanatics’ NHL fan apparel collection for the 2025-26 season is a big win for both brands and hockey fans alike. With the introduction of new styles, expanded team options, and premium accessories, the partnership is elevating the way fans express their love for the game and their teams. As the collection expands to cover all 32 NHL teams, it’s clear that Lululemon and Fanatics are setting a new standard for fan apparel—combining high performance, style, and a sense of belonging.
With hockey’s growing influence as a cultural force, Lululemon’s vision of offering a premium, stylish, and functional fan experience will undoubtedly resonate with fans across the globe. As we approach the 2025-26 NHL season, this expanded collaboration promises to be a major highlight for both casual fans and hardcore enthusiasts alike.
