How Fanatics and the NHL used cryptic marketing to hype 32 new special-edition jerseys

Fanatics and the NHL have partnered to create a league-wide collection of 32 custom jerseys, called Hometown Remix. The collection aims to pay homage to the history of each team's home city through font, color, and symbolism. Each jersey was designed collaboratively with the team, resulting in a look that represents the club's local culture. The first jerseys will be worn during a game on November 2, with the fan apparel now available across Fanatics' network of sites and in team stores.

The leaguewide custom jerseys aren't a new concept for the NHL. In 2020, the league launched a similar jersey line called Reverse Retro in partnership with Adidas, which featured uniforms for each club inspired by a specific era in its history, with a modern twist. However, Fanatics' Hometown Remix is the first leaguewide program of its kind.

Fanatics designed the jerseys in collaboration with all 32 teams, focusing on each club's unique identity and stories. To gauge fan interest in the program, Fanatics conducted surveys, which yielded a strong response. The teams then began dropping hints about their jerseys on social media, sparking fan speculation and anticipation.

The Boston Bruins even invented a fictional college, Causeway University, to further engage fans in the Hometown Remix theme. The cryptic marketing strategy has proven effective, with fans creating content dissecting the rollout and comparing the content across teams.