The National Hockey League is set to expand its premium merchandise offerings across all 32 teams for the upcoming 2025-26 season, building on the success of a pilot program launched last year. This strategic expansion, in collaboration with lululemon and Fanatics, aims to elevate the fan experience by providing high-quality apparel that reflects team pride and broader cultural trends. The initiative underscores a growing recognition within sports leagues of the significant market for sophisticated, lifestyle-oriented fan gear.
Last season’s partnership focused on 11 select teams, introducing what was dubbed the “New Feel of Gameday” campaign. The merchandise proved exceptionally popular, ranking among the NHL’s top five-selling brands. Notably, launch-day sales for this collection accounted for a substantial 80% of league-wide purchases made through Fanatics’ online platforms. A particularly interesting trend observed was that nearly half of these sales were attributed to women’s products, indicating a strong and often underestimated demographic within the fan base.
Celeste Burgoyne, lululemon’s President of Americas and Global Guest Innovation, highlighted the cultural significance of hockey and the brand’s role in enabling fans to express their allegiance. “Hockey is more than a game, it’s a culture and shared language that brings people together,” Burgoyne stated. “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.” This sentiment emphasizes a dual objective: catering to existing fan loyalty while attracting new consumers through sophisticated design and brand recognition.
Brian Jennings, the NHL’s Chief Brand Officer and Senior Executive Vice President, echoed Burgoyne’s enthusiasm, noting the anticipation from fans for a broader rollout. “Fans across the League have been eagerly anticipating the expanded lululemon x Fanatics x NHL collection since we launched our partnership last year,” Jennings commented. “Our new premium collection – available for all 32 Clubs – is the perfect way for our fans to celebrate puck drop and the 2025-26 season.” The expanded collection is slated for distribution across Fanatics’ online channels, the NHL’s official online shop, individual team e-commerce sites, Lids locations in NHL cities, and select in-arena retail outlets.
The introduction of this comprehensive merchandise line signifies a broader trend in professional sports toward diversifying revenue streams and enhancing brand engagement through fashion and lifestyle collaborations. By partnering with a well-regarded athleisure brand like lululemon, the NHL is positioning itself to appeal to a wider audience, potentially including consumers who may not be traditional hockey enthusiasts but are drawn to premium quality and stylish apparel. This strategy moves beyond basic team logos to incorporate elevated design elements, aiming to make fan gear a more integral part of everyday wear, thereby deepening the connection between fans and their respective teams and the league as a whole.
Michael Zhang is a seasoned finance journalist with a background in macroeconomic analysis and stock market reporting. He breaks down economic data into easy-to-understand insights that help you navigate today’s financial landscape.