Fanatics and the NHL have introduced Hometown Remix, a league-wide collection of special-edition jerseys and apparel covering all 32 teams. The designs focus on each club’s city, fan base and local culture, marking the first time Fanatics has designed and developed a jersey program across an entire league partner roster.
The launch represents a broader role for Fanatics, which has primarily worked in NHL retail and e-commerce since becoming a league partner in 2005. After Adidas’ NHL jersey agreement ended in 2023, Fanatics expanded its partnership to include on-ice uniforms and authentic jerseys. That arrangement began with the 2024-25 season and marked the first time the company’s branding appeared directly on an official player jersey in a professional game.
Andrew Low Ah Kee, CEO of Fanatics Commerce, described Hometown Remix as a major step in the company’s relationship with the NHL. Unlike programs in other leagues where Fanatics works with separate design partners, the company is responsible for the design and execution of this collection in collaboration with the NHL and its teams.
Fanatics’ design work on the collection began when its expanded NHL agreement took effect in 2024. The company had previously created jerseys with the league and individual teams for events including the Winter Classic, the Stadium Series and the 4 Nations Face-Off, but those events did not involve every NHL team.
The project presented an additional challenge because hockey jerseys have complex construction and include design details beyond the main shirt. The Hometown Remix collection also incorporates elements such as distinctive hockey socks and raised or embossed sections of the jerseys.
Brian Jennings, the NHL’s senior vice president and chief partnerships and club strategy officer, said the league recognized the importance of traditional hockey sweaters to fans while seeking a platform to celebrate the differences between markets. Each team is scheduled to wear its Hometown Remix jersey during a set of games through the remainder of the season.
The program is currently planned for the 2026-27 season. Jennings said the NHL and Fanatics could consider incorporating selected logos, colors or design elements into future alternate jerseys or other products. He also said the collection could provide a foundation for additional league-wide design initiatives after the organizations evaluate which elements were successful with fans.
The launch also has a commercial dimension. Jennings pointed to the increased attention surrounding new jerseys and merchandise tied to special event games, as well as potential effects on ticket sales and sponsorship activity connected to themed matchups and nights. Fanatics said the Hometown Remix jerseys will be offered in limited supply ahead of the holiday shopping season.
Prices for jerseys with custom lettering and numbering are set at $275 for premium versions and $500 for authentic versions matching those worn by players on the ice. Fanatics said prices vary somewhat from traditional NHL jerseys because of the collection’s production features.
Both the NHL and Fanatics acknowledged that reactions to new versions of highly familiar team jerseys can be difficult to predict. Jennings said the range of design details should allow fans to appreciate the quality even as discussion over the looks continues.
The jerseys will carry Fanatics’ branding when worn by players. Low Ah Kee said that presence reflects the company’s responsibility for the garments’ design, manufacturing and quality, while emphasizing that the focus remains on fans and their teams.
Sources: CNBC Markets.