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Lucky Brand and the Kings continue their community partnership

by Staff Writer / Los Angeles Kings

EL SEGUNDO – October 5, 2015
- The Los Angeles Kings and Lucky Brand have announced the continuation of their partnership, to strengthen youth hockey and student athletes’ education in Southern California. This season, Lucky Brand is supporting several youth hockey development programs, including the Los Angeles Jr. Kings, the Lil’ Kings Learn to Play Hockey program, and the recently opened Education Center at the Toyota Sports Center.

“We believe that the harder people work, the luckier they get. Over the years we have proudly championed our local communities so that we might all grow stronger together. Our partnership with the Los Angeles Kings will continue to support a happy, healthy and successful SoCal youth community by introducing youth to the sport of hockey. The Education Center will also give the Jr. Kings a safe and supportive place to study and socialize between practices,” said Carlos Alberini, CEO of Lucky Brand.

By supporting the Jr. Kings’ Financial Assistance Program Lucky helps families offset the high cost of keeping their talented children on the ice and headed toward a bright future in the sport. To introduce the game of hockey to children ages 4-8 who have never played before, Lucky Brand will become the Presenting Partner of the Lil’ Kings Learn to Play Hockey program, which provides full equipment and lessons with Kings alumni and local coaches at area rinks.

Because Lucky believes personal and academic growth are critical for all children, the brand assisted in the development of the Jr. Kings’ recently constructed Education Center. Located inside Toyota Sports Center, the Education Center serves as a place for young skaters from all over the world to work on their studies in between their games, practices and events. The Education Center includes study cubicles for student athletes and an area for video and whiteboard sessions. These features aim to enhance the student athlete developmental experience on and off the ice.

“Lucky Brand has been a terrific partner of the LA Kings,” said Luc Robitaille, President of Business Operations and a Hockey Hall of Famer. “And now with their extended support we will continue to introduce new kids to the sport of hockey through the Lil’ Kings, and grow the Jr. Kings, and the game of hockey, in Southern California.”

“We’re extremely fortunate to benefit from the generosity of Lucky Brand as we continue to build our Financial Assistance Program,” said Kelly Sorensen, the Executive Director for the Jr. Kings. “As a club, we’re working harder than ever to make the game more affordable for our players and families, and this partnership signifies our commitment to that goal.”

In addition to supporting the local youth hockey community, Lucky Brand will host a public Kings event for fans at a local store location that will feature Kings players, Bailey, and the LA Kings Ice Crew. Event details are yet to be determined, please check back on in the near future for further details.

About Lucky Brand®

Staying true to the rich heritage – and authentic, all-American spirit – of denim, Lucky Brand began crafting great-fitting, vintage-inspired jeans in Los Angeles in 1990. Today, Lucky Brand is a leading multichannel apparel retailer based in LA, known for its comfortable denim, casual clothing and irreverent rock and roll attitude. Lucky Brand can be found in full price specialty and outlet stores across the United States and Canada, as well as select department stores and online at

About the Jr. Kings Financial Assistance Program

The Jr. Kings’ Financial Assistance Program was established to lower player dues at all levels, with the goal of creating an endowment where the organization can continue to provide the best possible youth hockey experience, and at the same time offer much more financial assistance to its current families and those who want and deserve to be a part of the club.

A non-profit 501(c)(3) organization, the Jr. Kings program is dedicated to providing its student-athletes an unparalleled developmental experience on the ice, while also fostering their growth as socially mature, community-minded young men and women.

For more information on the Jr. Kings, visit

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