Fanatics and NHL Launch Hometown Remix Jersey Collection for All 32 Teams

Sports merchandise company Fanatics and the National Hockey League have debuted Hometown Remix, a new uniform and apparel program that covers all 32 teams in the league. The collection focuses on each team's home city and fan base. This marks the first time that Fanatics has designed and developed a full league-wide jersey program for one of its major sports partners. Fanatics has been an NHL partner since 2005 for retail and e-commerce, and in 2023 the company expanded its deal to include on-ice uniforms and authentic jerseys as the league's deal with Adidas ended. Andrew Low Ah Kee, CEO of Fanatics Commerce, said the company is singularly responsible for the design and execution of this program. The design process began when the expanded deal took effect in 2024. While Fanatics previously designed jerseys for events like the Winter Classic and Stadium Series, doing this for all 32 teams in the NHL is a major milestone. Brian Jennings, NHL senior vice president and chief partnerships and club strategy officer, stated that each team will wear the new jersey for a set of games for the remainder of the season. The jerseys are priced at $275 for premium versions and $500 for authentic ones with custom lettering and numbering. Both executives noted that fan reaction to new hockey sweater designs can be unpredictable, but pointed to unique details like raised elements and custom hockey socks.

Context

Sports leagues regularly introduce special-edition apparel and alternate uniforms to engage fans and drive merchandise sales throughout the season. Merchandise partnerships have become an increasingly central part of how professional sports leagues build their brand and connect with local team supporters.