The NHL and uniform manufacturer Adidas today unveiled Reverse Retro jerseys for all 32 clubs. It marks the second time that the league has released uniforms that offer a modern take on a historic look from each team’s history. Teams will wear their Reverse Retro jerseys between two and eight times each from November through February, starting on Nov. 2 when the Penguins and Sabers face off on TNT. NHL Chief Brand Officer and Senior Exec VP Brian Jennings said the first edition of the Reverse Retro collection during the 2020-21 season was extremely well received by fans even though they couldn’t watch their favorite teams wear them in person that season due to the COVID-19 pandemic. Dec. 1, 2020, the release date for the first round of Reverse Retro jerseys, was the second-biggest sales day in the history of the league’s online store. “What we tried to do this year to give it a little bit more extension from just the jersey program was we tried to make sure we have toques, knit hats, sweatshirts and stuff like that, that there was a little bit of a broader assortment Now that we’re back playing and the buildings are filled,” Jennings said.
ALL TOGETHER NOW: Unlike similar leaguewide uniform concepts in other leagues, such as MLB’s City Connect and the NBA’s City Edition jerseys, the Reverse Retro features a simultaneous drop of uniforms for all 32 clubs. Jennings said this helps create additional buzz around the launch. “I think that is what gets the fans’ discussions and debates going and the excitement that creates that social and cultural relevance that we want to have.” Despite their popularity, this round of Reverse Retro jerseys could be the last for the foreseeable future. Jennings said fans can expect a different concept the next time the league does a leaguewide uniform release. “I do think the concept has a beginning and an end. ,” Jennings said. “I never want to say never, but I think we’ll challenge our group to come up with what’s next, not to have a 3.0 of this.”
’90s NOSTALGIA: About half of the league’s 32 teams based their Reverse Retro uniforms on looks from the 1990s, which Jennings said was a conscious effort by the league, Adidas and the clubs to tap into a broader cultural trend of nostalgia for that era. “That’s the type of macro trend analysis that you look at as you’re going through these.” He added that the uniforms for the 2023 NHL All-Star Game, which have yet to be released, will also feature a modern take on jerseys from the ’90s. The Capitals are one team leaning particularly heavily into the ’90s vibe. In addition to delivering throwback brand creative and offering a handful of Reverse Retro-themed giveaways, the team plans to hold a Rock the Retro Concert sponsored by FTX at the 9:30 Club in DC featuring a ’90s era band to celebrate the release of the jersey. The club is also sending out kits to influencers and media members featuring nostalgic 90s items, such as bucket hats, fanny packs and paper fortune tellers.
NHL Reverse Retro Jersey Examples
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