lululemon Partnership

The Chicago Blackhawks formed a partnership with athletic apparel and lifestyle brand, lululemon, on the creation, design and development of co-branded merchandise. The collaborative assortments, utilizing popular silhouettes in the lululemon catalog, allowed the Blackhawks to appeal to new audiences, drive engagement, and transform the club into a lifestyle brand. Incorporating current and archival team logos and marks, the seasonal collections were available in both men’s and women’s styles. Each drop was released at Blackhawks brick-and-mortar retail locations, as well as the team’s official e-commerce site, CBHShop.com.

Another aspect of the partnership was the development and execution of health and wellness initiatives, including fitness events as part of the Blackhawks Fitness program. Held in the United Center East Atrium, lululemon was a presenting partner for the classes led by local fitness studios. The event allowed fans a unique space to workout, taste samples from food vendors like Sweetgreen, and shop the co-branded merchandise at the Madhouse Team Store.