Fanatics Commerce, a leader in licensed fan gear, is focusing on branded and female-centric collaborations to strengthen its market presence. Following the successful launch of the Lululemon x Fanatics x NHL collection on 29th October, the company plans to expand similar initiatives.
The collection features premium activewear like the Steady State Crew and Scuba Half-Zip hoodie, customized with logos and colors of 11 NHL teams, including the Toronto Maple Leafs and Boston Bruins. Women’s products drove significant sales, making up 40% of launch-day purchases.
Fanatics view the collaboration as a step toward meeting the growing demand for premium fan gear, especially among female fans. Vicky Picca, SVP of Business Affairs at Fanatics Commerce, highlighted the importance of offering elevated and fashionable options, stating, “We are committed to delivering premium products that resonate with all fans.”
The collection will expand to cover all 32 NHL teams by the 2025–26 season. As part of its broader strategy, Fanatics also plans to launch more premium collaborations with recognised brands and celebrities, building on past successes like the Erin Andrews and Staud collections.
This approach aligns with Fanatics’ goal to diversify offerings and cater to evolving fan expectations, setting the stage for continued growth in the fanwear market.
