Sidney Crosby Joins Lululemon as New Ambassador Ahead of Milano Cortina 2026

Lululemon has officially welcomed Canadian athlete and National Hockey League (NHL) superstar Sidney Crosby as its newest Ambassador. This comes ahead of the 2026 Milano Cortina Olympic and Paralympic Winter Games. This partnership marks a significant moment for both Crosby and the brand. Lululemon deepens its commitment to supporting world-class Canadian athletes on the global stage.

Sidney Crosby Joins Lululemon Ahead of Milano Cortina 2026

Lululemon revealed Sidney’s role today alongside the launch of the Team Canada x lululemon Milano Cortina 2026 Athlete Kit. As part of the announcement, Crosby will appear in the brand’s new campaign, “Cut from the Cold,”. This campaign highlights the upcoming Athlete Kit and celebrates the strength, resilience, and determination that define Canadian winter athletes.

Sharing his excitement, Sidney Crosby said, “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. 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.”

Supporting a Champion On and Off the Ice

As a lululemon Ambassador, Sidney will receive best-in-class apparel. This apparel is designed to support every aspect of his lifestyle—from training and performance to recovery and travel. This partnership strengthens lululemon’s presence in elite sport. It also ensures Crosby has access to the brand’s most advanced innovations.

Michelle Davies, Senior Vice President of Global Community at lululemon, emphasized how meaningful this moment is for Canadian sport fans. “Most Canadians could tell you exactly where they were when Sidney Crosby scored the golden goal at the 2010 Olympics in Vancouver,” she said. “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. We’ll cheer him and Team Canada on at the Milano Cortina 2026 Olympics.”

Expanding Lululemon’s Team Canada Ambassador Roster

Through its partnership with the Canadian Olympic Committee and Canadian Paralympic Committee, lululemon continues to expand its support for Team Canada athletes. The brand is building a diverse roster of Ambassadors who embody lululemon’s values. These Ambassadors inspire their communities and champion the future of Canadian sport.

Sidney Crosby now joins an impressive lineup of lululemon Team Canada Ambassadors for the Milano Cortina 2026 Games, including:

• 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)

• Natalie Wilkie (Para Nordic Skiing)

Together, this group reflects the brand’s dedication to mentorship, performance, and community impact across a wide range of winter sports.

Discover More About the Milano Cortina 2026 Athlete Kit

Fans and supporters can explore the full Team Canada x lululemon Milano Cortina 2026 Athlete Kit through lululemon’s official channels. The collection highlights the brand’s advanced innovation and thoughtful design while showcasing the next chapter of lululemon’s partnership with Team Canada.