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FANATICS X LULULEMON – NHL COLLECTION
FITS FOR THE REAL MVPS
The lululemon x Fanatics NHL collection reimagined hockey fan gear by blending lululemon’s performance DNA with Fanatics’ deep league access and authenticity. I helped shape the creative direction and storytelling, leveraging hockey influencers and real fan energy to ground the collection in culture. The result was elevated, versatile apparel that felt just as right on the street as it did on game day.
PERSONAS
The concept was built around distinct fan personas, all equipped with their own stat lines in their respective qualities, reflecting the different ways people show up for hockey in their everyday lives. That approach, paired with hockey influencers and authentic fan moments, helped reframe traditional fan gear into something more human, modern, and wearable beyond game day.
CAMPAIGN PHOTOGRAPHY SELECTS
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