On November 2, 2026, Fanatics and the NHL introduced the Hometown Remix program, a collection of jerseys designed to reflect the unique culture of each NHL team's city.
This initiative is notable as it represents the first time Fanatics has developed a league-wide jersey program for the NHL, expanding its partnership beyond retail to include on-ice uniforms as the NHL's previous deal with Adidas ended.
Fanatics CEO Andrew Low Ah Kee emphasized that this program allows the company to take full responsibility for the design and execution of the jerseys, a departure from its collaborations with other leagues like the NFL and MLB. The jerseys, which will be worn during select games in the 2026-2027 season, are priced at $275 for premium versions and $500 for authentic jerseys.
NHL senior vice president Brian Jennings highlighted the importance of celebrating local team cultures while acknowledging the challenges of introducing new designs for traditional jerseys.
Both executives noted that the timing of the launch aligns with the holiday shopping season, and they anticipate that the new designs will generate excitement among fans, potentially leading to increased merchandise sales and positive impacts on ticket sales and sponsorships.
The Hometown Remix program sets the stage for future collaborations between Fanatics and the NHL, with plans to gather insights from this launch to inform future designs and marketing strategies