Fanatics Is the NHL’s Jersey Partner Now. What’s Changing?

Already having assumed control of the NHL’s jersey program, Fanatics is now overhauling how that effort reaches fans. 

Nearly three months after officially starting as the league’s official uniform supplier and introducing its tradition-oriented approach to the rights, the sports merchandising giant is beginning retail sales of the jerseys, departing in several key respects from the prior strategy of Adidas.

Beginning Saturday, Fanatics will have four tiers of jerseys that will be sold to fans:

• Authentic Pro: This product is made to the exact specifications used by NHL players, including additional fabric now included in the lower jersey sleeves. This level of jersey, costing $425, has not been made available to fans over the past decade, including the entirety of the seven years that Adidas held the NHL’s on-ice uniform rights. The Authentic Pro jerseys will only be sold with blank backs initially, but customization options will be rolled out in the coming weeks. 
• Premium: Featuring a lighter, more comfortable fit, this level is most consistent with the highest level of jersey previously available to fans. This model will cost $180 for blank jerseys and $230 pre-decorated with player names and numbers, and features embroidered elements.
• Breakaway: A less-expensive, more lightweight model featuring flexible crests will cost $135 for blank jerseys and $175 pre-decorated with player names and numbers. This level includes some heat-pressed elements.
• Practice: This will be a redesigned retail version of practice jerseys worn by all 32 NHL teams. Costing $120, it will resemble what teams also use in training camp.

Unlike the large-scale, and much-maligned, shifts this year in the Nike-led redesign of MLB uniforms, Fanatics’ approach to the NHL jersey rights stressed continuity much more. Overall, year-to-year changes in the hockey jersey designs and construction are less dramatic, and Fanatics sought to receive significant input from players and teams as it began its involvement. 

Fanatics, meanwhile, retained Quebec-based SP Apparel as a manufacturing partner, a role that company has played with multiple league uniform licensees over nearly 50 years. 

The uniform design and retooling of the retail program mark the first major elements of Fanatics’ 10-year contract with the NHL signed last year. Those moves were made against the backdrop of established hockey culture in which there is arguably no deeper connection between fans and team uniforms than in this sport.