Lucky Brand is finding a nice fit with sponsorship.

Just one year in, the vintage-inspired denim company has expanded its partnership with the NHL Los Angeles Kings.

Community involvement plays a key role in the expanded partnership. Lucky is supporting several of the team’s youth development programs including the Los Angeles Jr. Kings, the Lil’ Kings Learn to Play Hockey program and the recently opened Education Center at Toyota Sports Center.

Lucky is supporting the Jr. Kings’ Financial Assistance Program to help families offset expenses and is presenting the Learn to Play Hockey program, which provides equipment and lessons at area ice rinks. 

 “The partnership was founded on the shared principle that through hard work and dedication, one creates their own luck. Through providing children and families of the community with personal and academic support, we aim to give them the tools needed to reach their full potential,” said David Chiovetti, Lucky Brand’s senior vice president of retail.

The partnership supports the Kings’ strategy of aligning with local companies that want to grow the sport of hockey, said Josh Veilleux, the Kings’ vice president of corporate partnerships.

“Lucky’s office is a couple of miles from the Staples Center, so it was a natural tie.”

In addition to supporting youth hockey, Lucky will host a public Kings event for fans at a local store. The event will feature Kings players, the LA Kings Ice Crew and Bailey, the team mascot.  

Lucky next month will launch a line of co-branded T-shirts at the Kings’ merchandise booth.

“Being a retailer, incorporating product into the partnership is a natural next step. Whether that be providing gear to the Jr. Kings and Lil’ Kings or creating cross-branded T-shirts, we are exploring a variety of ways to develop the partnership,” said Chiovetti,

Adam Pogach, AEG/LA Kings director of global partnerships, spearheaded the partnership.

Lucky Brand sells through 250 specialty and outlet stores in the U.S. and Canada, select department stores and