Paul “Biz” Bissonnette and More Fans Featured in New Campaign
Updated Collection Drops October 8 Across Fanatics, lululemon, Lids locations and More
October 6, 2025 - lululemon and Fanatics are growing their partnership with the National Hockey League (NHL), expanding its premium fan apparel collection to all 32 teams for the upcoming 2025-26 season.
Blending high-performance design with NHL team pride, this collection offers fans a fresh, elevated way for fans to represent their team.
The new partnership debuted last season with products for 11 teams and lululemon ranked among the NHL’s top five selling brands for the regular season. Launch day sales of the initial collection accounted for 80% of leaguewide sales across Fanatics’ network of e-commerce sites, with women’s products accounting for nearly half of those purchases.
This season’s line goes bigger and broader, introducing more than 20 new apparel styles for both men and women, as well as more accessories including bags, bottles and hats. Designed to elevate the look and feel of gameday and beyond, the new collection includes:
- More than 30 unique styles across apparel and accessories.
- New men’s and women’s styles like the Soft Jersey Half Zip, License to Train Hoodie, Organic Cotton Classic-Fit T-Shirt, Cates Tee, Love Long Sleeve and more.
- Expanded accessories assortment including the Crossbody Camera Bag, Dual Pouch Wristlet and Everywhere Backpack.
The 2025 campaign features some of the biggest names in NHL fandom, including beloved hockey analyst and former NHL player Paul “Biz” Bissonnette, social media star Megan Eugenio (aka Overtime Megan) and hockey influencer Zac Bell.
Starting October 8, a limited assortment will be available at lululemon.com, with the full collection available across: Fanatics.com, NHLShop.com, NHLShop.ca, the online stores for all 32 NHL clubs, Lids-operated locations in nearly every NHL market (including the flagship NHL Shop NYC Store) and select in-arena team stores.
Celeste Burgoyne, President, Americas and Global Guest Innovation at lululemon: “Hockey is more than a game, it’s a culture and shared language that brings people together. 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. Whether rink-side or watching from home, this gear lets fans show up with style, spirit, and a sense of belonging as we head into the 2025–26 NHL season.”
Brian Jennings, NHL Chief Brand Officer and Senior Executive Vice President: “Fans across the League have been eagerly anticipating the expanded lululemon x Fanatics x NHL collection since we launched our partnership last year. 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.”
Andrew Low Ah Kee, CEO of Fanatics Commerce: “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,” said Andrew Low Ah Kee, CEO of Fanatics Commerce. “With the new season approaching, we’re building on that momentum by expanding our offering to include premium apparel for all 32 teams. It’s about giving fans more ways to show up, stand out, and celebrate their passion—on gameday and every day.”