lululemon is pleased to welcome Canadian athlete and National Hockey League (NHL) star Sidney Crosby as the brand’s newest Ambassador ahead of the 2026 Milano Cortina Olympic and Paralympic Winter Games.
Sidney’s new role as a lululemon Ambassador was revealed today in tandem with the launch of the Team Canada x lululemon Milano Cortina 2026 Athlete Kit. Sidney will appear in the Team Canada x lululemon “Cut from the Cold” campaign, which spotlights the new Athlete Kit and celebrates the strength and perseverance of Canadian winter sport athletes.
"I’m excited to join the lululemon family. It’s a well-established Canadian brand that I’ve been a fan of for a long time,” said Sidney Crosby. “I love the fit and quality of their products, as well as their dedication to sport and community. I look forward to representing lululemon and Team Canada as I return to the Olympics this year.”
As a lululemon Ambassador, Sidney will be provided best-in-class product to support his training, recovery, and lifestyle needs.
“Most Canadians could tell you exactly where they were when Sidney Crosby scored the golden goal at the 2010 Olympics in Vancouver,” said Michelle Davies, Senior Vice President, Global Community at lululemon. “For decades, Sidney has inspired athletes globally through his leadership and competitive excellence on and off the ice. He embodies everything we stand for as a brand, and we’re incredibly honoured to welcome him as our newest Ambassador and cheer him and Team Canada on at the Milano Cortina 2026 Olympics.”
As part of its partnership with the Canadian Olympic Committee and Canadian Paralympic Committee, lululemon is expanding its support of Team Canada through a roster of Ambassadors who embody the brand and continue to make a positive impact on their communities and the future of sport in Canada. Sidney joins Cynthia Appiah (Bobsleigh), William Dandjinou (Short Track Speed Skating), Piper Gilles (Figure Skating), Emma Maltais (Ice Hockey), Paul Poirier (Figure Skating), Cassie Sharpe (Freestyle Skiing), Tyler Turner (Para Snowboard), and Natalie Wilkie (Para Nordic Skiing) as lululemon’s Team Canada Ambassadors for the Milano Cortina 2026 Olympic and Paralympic Winter Games.
More information on the Team Canada x lululemon Milano Cortina 2026 Athlete Kit can be found here.