NHL player and partner model for collaboration between Fanatics and Lululemon

NHL players aren't known for opening up their personal lives to the public, but that's finally changing.

Take the new collaboration between the NHL, Fanatics and lululemon. Instead of having hockey stars alone model the new logoed fan apparel, the campaign puts “our players and their partners” front and center, said Brian Jennings, NHL chief brand officer and senior executive VP.

The new apparel line will feature 11 NHL teams in the 2024-25 season before expanding to a full 32-team lineup in the 2025-26 season. The initial offering includes 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.

“This new collection is a defining moment in the way we connect men and women with the teams they love, bringing them together through a truly premium range of style and comfort,” said Andrew Low Ah Kee, CEO of Fanatics Commerce.

Apparel includes shirts, hoodies, pants, crews and fanny packs emblazoned with NHL logos and branding.

Players and significant others participating in the campaign include:

This isn't the first time Tavares has modeled for Lululemon, as he wore Team Canada gear designed for the 2022 Winter Olympics in a photo shoot that didn't go unnoticed by his teammates.

“That’s not my strength, I would say,” he said at the time. “I’ll keep my job, that’s for sure.”

The campaign also features NHL Rookie of the Year Connor Bedard, who became lululemon's first brand ambassador in the NHL last season.

The collaboration between NHL, Fanatics and lululemon will be available on October 29th at Shop NHL and select Lids stores in participating markets.