Article content continued
The 31 sweaters go on sale the first week of December in stores and online, retailing for $200 to $250 in Canada. Though the novelty will likely see strong sales with Toronto fans and collectors, who’ve made the blue and white a top seller through the years, initial reaction on social media trended negative.
A couple of disgruntled fans described the rejigged main logo as the kind of thing a discount department store knocks off to avoid paying full NHL royalties. Some applauded a different approach from a team that’s resisted change in this area.
“(Adidas) worked closely with the NHL and each team representing unique and historical moments in each club’s history, while refreshing the colour and design combination for an all-new presentation,” stated a press release from the company. “The over-arching design theme during Adidas’ two-year-long process was to mine each team’s jersey archive and team colours, remixing them to create something new and never seen before.
Brian Jennings, NHL chief brand officer and senior executive vice-president, said “NHL team jerseys have long carried deep historical significance for avid and casual hockey fans. Through the years, the design of each team jersey has evolved to balance history and authenticity with cultural touchpoints.
“The Reverse Retro program is a celebration of the hockey jersey’s confluence of nostalgia, style and broad appeal.”
