True Kings Make Their Own Luck


On September 30, Lucky Brand celebrated the continuation of our partnership with the LA Kings and Jr. Kings with a private in-store event at our new location at The Point. Long supporters of youth hockey development and the local community, our Lucky team enjoyed one-on-one time with the players (both big and small) and their families. The denim bar was deemed a favorite spot as everyone shopped for their best fit. Kids played at the drawing station while adults mingled and shared stories. An all-around warm, family-friendly atmosphere was created as this intimate night truly represented our partnership with the team.

“We believe that the harder people work, the luckier they get,” said Carlos Alberini, CEO of Lucky Brand. “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.”


Because we also believe personal and academic growth are critical for all children, we wanted to help create a place for young skaters from all over the world to work on their studies in between their games, practices and events. We assisted in the development of the Jr. Kings’ recently constructed Education Center which 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.

“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.”

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