Fanatics Reveals NHL Jerseys with Emphasis on Collaboration Approach
Fanatics made a significant splash in the sports world with the unveiling of its NHL on-ice uniforms, marking a pivotal moment for the company as it ventured into new territory. In the wake of Nike’s MLB jersey controversy, Fanatics took deliberate steps to ensure a smoother process in designing its authentic player-worn uniforms. The company engaged extensively with NHL players, visiting every locker room and gathering feedback from over 100 players to shape the final product.
The release of the NHL jerseys featured input from seven NHL All-Stars and testing by several prominent players, including Connor McDavid, Auston Matthews, Connor Bedard, and Nikita Kucherov. This collaborative approach stood in stark contrast to Nike’s MLB jersey launch, which faced criticism for its limited player endorsements. Marty Walsh, head of the NHL Players’ Association, commended Fanatics’ inclusive process, highlighting a positive industry response compared to the Nike-MLB debacle.
Fanatics opted for a conservative approach at the onset of its 10-year NHL agreement, focusing on subtle enhancements rather than drastic redesigns. Partnering with the longstanding Montreal factory responsible for NHL uniforms for nearly half a century, Fanatics also brought on executives with prior experience from CCM, Reebok, and Adidas. Keith Leach, VP and GM of Fanatics’ NHL business, emphasized the company’s collaborative efforts and effective communication with NHL stakeholders.
The NHL uniform release holds significance for Fanatics, especially following the scrutiny it faced over the MLB uniforms it produces for Nike. Despite facing criticism, the company’s foray into NHL uniforms presents an opportunity to enhance its reputation among sports enthusiasts. The decision to reinforce jersey fabric based on player feedback underscores Fanatics’ commitment to addressing practical concerns and improving product durability.
In a departure from Nike’s MLB redesign, Fanatics maintained consistency in material, sizing, and fit to align with players’ preferences. While the changes may appear subtle to most fans, additions like a hologram finish on the league crest and the availability of authentic on-ice jerseys for purchase mark notable shifts. This move allows fans unprecedented access to player-worn jerseys, a departure from previous practices that required costly customization efforts.
Fanatics’ expansion into on-field jerseys signifies a strategic move to diversify its product offerings and establish a comprehensive presence in the sports apparel market. By integrating performance products with fan gear, the company aims to create a cohesive brand narrative that resonates with players, coaches, and fans alike. This holistic approach underscores Fanatics’ commitment to delivering authentic sports experiences across all aspects of the game.