{
  "id": 17817620,
  "title": "How Fanatics and the NHL used cryptic marketing to hype 32 new special-edition jerseys",
  "url": "https://urgent.news/2026/11/02/how-fanatics-and-the-nhl-used-cryptic-marketing-to-hype-32-new",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-11-02T15:00:00.000Z",
  "source": {
    "name": "Fast Company",
    "slug": "fast-company",
    "url": "https://www.fastcompany.com/91633137/fanatics-nhl-hometown-remix-jersey-design"
  },
  "original_language": "en",
  "account": "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.\n\nThe 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.\n\nFanatics 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.",
  "summary": "Fanatics ’ newest collaboration with the NHL is a collection of 32 custom jerseys that use font, color, and symbolism to pay homage to the history of each team’s home city. The collection, called Hometown Remix , is a leaguewide special edition uniform, apparel, and headwear program designed in-house by the global sports platform Fanatics. It includes a bespoke jersey for each NHL team that will…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "CNBC",
        "title": "Fanatics takes bigger NHL design role with all-32 team Hometown Remix jerseys",
        "url": "https://urgent.news/2026/11/02/fanatics-takes-bigger-nhl-design-role-with-all-32-team-hometown-remix",
        "published": "2026-11-02T15:58:26.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}