Breaking Down Barriers: NHL Players Open Up in New Apparel Campaign
For decades, NHL players have been known for their tough exterior on the ice, but a new collaboration between the NHL, Fanatics, and lululemon is humanizing these hockey stars like never before. The latest apparel campaign features not only the players but also their partners, marking a significant shift in how the league connects with its fans.
A New Era of Authenticity
The 2024-25 season will see the launch of a new apparel line featuring 11 NHL teams, including the Boston Bruins, Chicago Blackhawks, and Toronto Maple Leafs. This initial offering will expand to all 32 teams in the 2025-26 season. The collection includes a range of items such as shirts, hoodies, and pants, all adorned with NHL logos and marks.
Behind the Scenes
What sets this campaign apart is the involvement of the players’ significant others. Kraken center Matty Beniers and his partner Anna Hedengren, Red Wings center Dylan Larkin and his wife Kenzy, and Blackhawks defenseman Seth Jones and his partner Coral Silverberg are just a few of the couples participating. This move towards inclusivity and authenticity is a pivotal moment in how the NHL connects with its fans.
A Familiar Face Returns
Maple Leafs center John Tavares is no stranger to modeling for lululemon. He previously wore Team Canada gear created for the 2022 Winter Olympics in a photo shoot that didn’t go unnoticed by his teammates. Tavares returns for this campaign, joined by his wife Aryne. Also participating is NHL rookie of the year Connor Bedard, who became the first lululemon brand ambassador in the NHL last season.
Get Ready to Shop
The NHL, Fanatics, and lululemon collab will be available on October 29 on Shop NHL and select Lids stores in the participating markets. With its focus on comfort, style, and authenticity, this new apparel line is set to be a game-changer for hockey fans everywhere.
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