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NHL players haven't been known for putting their private lives out there for public consumption, but that's finally changing.
Take the new collaboration between the NHL, Fanatics and lululemon. Rather than having the hockey stars model the new branded fan apparel alone, the campaign features "our players and their partners," said Brian Jennings, NHL chief brand officer and senior executive VP.
The new apparel line will feature 11 NHL teams for the 2024-25 season, before expanding to a full 32 team assortment in 2025-26. The initial offering features 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.