Fanatics designs new jerseys for all 32 NHL teams

Fanatics is selling $500 authentic jerseys for all 32 National Hockey League teams under a new Hometown Remix program. The collection launched Monday, marking the first time the sports merchandise company has designed and developed a league-wide jersey program for one of its major league partners, which include the NFL, NBA, and MLB.

The shift follows a long history of collaboration. Fanatics has served as a partner for the NHL since 2005, primarily handling retail and e-commerce. For many years, other companies handled the design and manufacturing of the uniforms players wore on the ice. In the NFL, Nike designs and manufactures the on-field jerseys, while in MLB, Nike handles the design even though Fanatics manufactures the player jerseys. Fanatics' role with the NHL expanded in 2023 when the league's previous deal with Adidas expired. Fanatics took over on-ice uniforms and authentic jerseys starting with the 2024-25 season.

Andrew Low Ah Kee, CEO of Fanatics Commerce, described the new program as a major step forward for the partnership. He noted that Fanatics is now solely responsible for the design and execution of the jerseys in partnership with the NHL and its clubs. This differs from other leagues where Fanatics collaborates with brands like Nike on specific projects. The design process began when the expanded deal took effect in 2024. Since then, the company's design team has worked directly with the league, its teams, and its players. While Fanatics has previously designed special event jerseys for games like the Winter Classic or Stadium Series, it has not previously handled a full league-wide collection for every team.

Low Ah Kee stated that the NHL jersey construction is the most complex in professional sports. Adding new design elements that reflect local culture and fan bases presented a major challenge for the company. He characterized the Hometown Remix launch as a significant milestone in the relationship between Fanatics and the NHL, rather than a final endpoint. Brian Jennings, the NHL's senior vice president and chief partnerships and club strategy officer, said the league values the tradition of hockey jerseys, often referred to by fans as sweaters. Jennings explained that the new designs aim to celebrate the unique character of each city and market.

Each of the 32 teams will wear its Hometown Remix jersey for a set number of games during the remainder of the 2026-2027 season. This schedule allows the teams to promote the designs and tell the stories behind them. Jennings indicated that if a team wishes to incorporate elements from the Hometown Remix into future alternate jerseys or other products, the NHL and Fanatics are open to the idea. The league views this program as a foundation for future league-wide efforts. Jennings said the NHL and Fanatics will collect insights on what succeeds and what does not, with the goal of maintaining high design integrity and exciting fans in future iterations.

The launch coincides with the holiday shopping season. Low Ah Kee acknowledged the timing is a factor, noting that the collection is available in limited supply. Prices vary slightly from traditional NHL jerseys due to unique production features. Consumers can purchase the Hometown Remix jerseys with custom lettering and numbering for $275 for the premium version and $500 for the authentic version worn by players on the ice. Jennings declined to provide specific sales targets but noted that new jersey releases for special events typically boost business. He cited increased ticket sales and sponsorship activation as common benefits when teams host themed nights or feature special jersey matchups.

Both executives recognized that introducing new designs for beloved team jerseys often sparks debate among fans. Jennings pointed to the extensive details in the new collection, including design elements on the hockey socks and embossed features on the jerseys. He expects fans to respect the quality of the work. Low Ah Kee emphasized that the Fanatics brand will appear on the back of the new jerseys. He described this branding as a reflection of the company's accountability for the quality, manufacturing, and design of the garments. Low Ah Kee stated that the fans and their teams are the main characters in the story, while Fanatics serves as a supporting actor. The company aims to help fans express their love for their cities and clubs through the Hometown Remix collection.