JerseyWatch 2010

The NHL has really started to understand the value of marketing hockey jerseys over the last few years. They know that fans like us like whatever is new (or not so much) and that even if we don't spend the money ourselves, we build the invaluable buzz needed to get others to do so.

I mention this because, not since the years before and after the lockout have we seen all 30 teams wearing the same logos and uniforms in back-to-back seasons. In a way, it's what's kept Icethetics in business (and probably the league, too). That's five straight years with at least one team getting a new logo or jersey — or both — including the upcoming 2010-11 campaign.

Now that all of this season's new sweaters are out, the aim of JerseyWatch 2010 is to keep us all on the same page as far as what's new for next year. And we begin with Howard Berger. Berger became the first to leak descriptions of all 18 third jerseys when the program was re-launched in the Age of Reebok, 2008. Now he's at it again.

According to his most recent blog post, six NHL teams will be donning new or altered uniforms in 2010 — some of which we already knew, some we didn't. He says a "league merchandizing source" is his mole. Whether it's the same person as before, who knows? But you have to admit he was pretty accurate the last time.

First, here's what Howard knows. Later in the week, I'll write up a summary of everything else we know.

The Buffalo Sabres will lose primary mark that's served them since 2006. Unaffectionately referred to as the "slug" by fans, the ambiguous logo is finally going by the wayside.

Taking its place in all likelihood will be the classic logo that's as old as the team is (seen to the left). Evidently, the current third jersey (a veiled throwback) will become the new home sweater and a white version now in the works will be worn on the road.

This has been no secret as the organization's managing partner Larry Quinn has stated on a number of occasions that this will be the case. Sabres fans may rejoice.

The only real question: Will they introduce a new third jersey? I doubt it.

Perhaps the biggest surprise from Berger's post is with regard to the Nashville Predators. While he has no details on the look, he does say the Preds will "be making a significant alteration to [their] original design."

That original design had been worn by the team since their inception in 1998 — up until the Age of Reebok. Is it too much to think something along the lines of the new third jersey could be in the cards?

Berger also mentions the change could be even more dramatic if the team is relocated. But I think he's just being dramatic.

It's no secret the New York Islanders are hoping for a return to their glory days by returning to the jerseys that won them a handful of Stanley Cups.

They'll be following the Sabres in promoting their third jersey to full-time use and adding a white version for away games. Consult the AHL's Bridgeport Sound Tigers for an idea of what that would look like. Just try to see past all the jersey advertising.

Oddly enough, while Berger doesn't have the details on this one, NYI Point Blank blogger Chris Botta does. Saturday night, he wrote a short post saying the white version is currently in the works. I have no reason not to trust him, but we haven't heard official word from the Isles on this yet.

The Philadelphia Flyers will become the third team in as many years to give their Winter Classic jersey an extended stay beginning in 2010-11.

No surprise here, but the Flyers, who this season made their orange third jersey the new home sweater, will take the white version of it, being worn this New Year's Day, to be worn on the road. This seems to be the era for throwbacks. I think the '90s killed uniform creativity. Or something.

By the way, as I read Berger's take on the Flyers, I have to wonder whether he's an actual hockey writer as he mentions the "Outdoor Classic" and misuses the term "piping." Still, he was pretty much on the money last time.

The powder blue third jersey the Pittsburgh Penguins introduced originally in the 1960s then later brought back for the inaugural Winter Classic has apparently run its course as a third jersey (after just two seasons).

This isn't news as I've mentioned it previously here on Icethetics. But now Berger is saying it too. So there's that. He also points out, as we know, that the Pens will still have a blue-infused third jersey for 2010 — it just won't be this one.

At last we've reached Berger's own team, the Toronto Maple Leafs, who are making some alterations their home and road jerseys for 2010-11. The third will remain the same.

Added to the blue and white sweaters will be the much-missed horizontal waist stripes. There was no reason to get rid of them and every reason to bring them back. Berger also says the "TML" shoulder logo, introduced in 2000, will also make a comeback. I could take it or leave it.

Coming soon to JerseyWatch 2010, the Vancouver Canucks and possibly the Ottawa Senators. I'll have a summary later in the week. 

The Endangered Orca

I got an interesting email from a Vancouver Canucks fan yesterday. He told me about all the signs he's been noticing that leads him to believe the orca logo, introduced in 1997, may finally be on its way out.

Rather than paraphrasing what he had to say, I thought I'd go ahead and let you all read the email for yourself and make up your own minds.

Just a heads up for next season. Although I'm drawing conclusions based on current marketing efforts by the Vancouver Canucks I think we should look to expect the end of the "orca whale C" logo next season and seeing the stick-in-rink third jersey come into full time use. 

Why, you ask? First, the new ownership group renamed operations away from Orca Bay Sports and Entertainment to Canucks Sports. Second, the current third jersey is used exclusively in current marketing and branding efforts, including the team website. In fact, the players are wearing this one whenever they do public appearances, hospital visits, etc.

Third, the stick-in-rink and "Johnny Canuck" logos now dominate team store merchandise and team merchandise available throughout the province. And likely the biggest clue are the huge price reductions and promos offered through the team store encouraging people to buy the current orca whale jersey. The ads even say "orca whale jersey" in ways that clearly distinguish it from the more popular current third. Every week there's a new incentive being advertised on Vancouver sports radio from the team store to sell off this jersey. 

Will Canucks fans finally get their wish? All signs are pointing in that direction.

Dave

For the record, both the Canucks and Buffalo Sabres celebrate their 40th NHL seasons in 2010-11. Sabres brass has already talked publicly about reverting to the classic logos and uniforms from the '70s and '80s.

It's funny how these teams appear to be having mid-life crises — just like a guy who hits 40 and longs to recapture his youth with sports cars and such. It's weird in a way, you have to admit.

Making Up for the Week

Being sick is not fun. I'm certainly glad to be back. The good news is that the season has started so most of you probably haven't even missed me.

All right, so since I haven't updated the site in a week, there's a lot to catch up on. I'll try not to overlook anything, but it's inevitable. We'll start with your favorite — third jersey news.

First, another rendering of the Colorado Avalanche's forthcoming third jersey has surfaced.

Avalanche's new third jerseyWhile surfing the web, Icethetics reader Colin stumbled across this graphic, which gives us a better look at the Avs' new alternate. It's not a bad looking jersey, though I am surprised they chose not to try something new.

It's a blue version of the burgundy third introduced in 2001, in service until the Age of Reebok in 2007.

The main difference is the addition of a burgundy shoulder yoke and the lack of any striping around the base of the sweater. The primary logo will still appear on the shoulders.

Still no word yet on when the team plans to launch the new sweater or even make official mention of it in any way. All information about it so far has been coming through the media.

That brings us to the Florida Panthers, who are in kind of the same boat. After a summer of silence, I'm now getting mixed reports on whether they will even have a third this season.

However, various sources have me convinced there will in fact be a new sweater in the Cats' arsenal this fall. For one thing, it's available for pre-order on some web sites.

According to the latest round of rumors, the Panthers are set to unveil the new alternate sweater sometime this month, with its on-ice and store shelf debut scheduled for November. I'll keep an eye and ear out for any new information.

It's all speculation of course, but my guess is they'll be red and feature the stick-breaking panther logo on the front, as seen above. Technically, I live in the Panthers' market so I may even see something on TV.

I suppose the biggest newsmaker of the week would have to be Buffalo Sabres when managing partner Larry Quinn went on the radio and told everyone the club is scrapping their jerseys once again.

Charlie at Sabres Not Slugs has a report, which includes a link to the WGR 550 audio interview in question. In it, Quinn confirms that new uniforms are on the way in 2010.

"We have the 40th anniversary next fall," Quinn says. "We will have a permanent uniform change and a new third jersey."

Of course the word "permanent" is used loosely in Buffalo of a team enduring its fourth uniform in as many decades. However, Quinn assures us that fans will not be disappointed this time around and that a return to the classic look is indeed coming.

He says it "probably won't be [released] until next summer." Icethetics will have coverage.

He doesn't say specifically what they'll look like — whether we should expect versions of the current third or something more like the true vintage worn at the 2008 Winter Classic — but it's a safe bet that the slug is on its way out the door.

As a side note, I would guess that the Canucks might have a similar plan in pushing the 40th anniversary celebration back a year so that they can call it the 40th season (damn lockout). Wonder if they too will make a "permanent" uniform change. So many similarities between Buffalo and Vancouver.

So much news to cover still. Although this may barely pass as news, it's a win for all of you who loathe the Age of Reebok. Slowly their fist of stone is being chipped away. Both the Flames and Senators have done away with the socks whose stripes don't go all the way around the calves.

Senators get new socks

Icethetics reader Ryan has provided this side-by-side comparison (right) of Jason Spezza last year to this year.

Notice they've even changed the design of the stripes. I thought last year's worked better because of the similarity to the stripes in the "O" patch on the shoulder.

As you can see, real stripes are back in. This leaves just a single team wearing those other socks — my team, the Lightning. Oh well, it works for them. (What else can I really say?)

And since we're on the topic of socks, my previous report on the Calgary Flames came merely from a video game — NHL 10 to be precise.

It's time to take a look at the real things in action. Look no further — here are the Flames in preseason action against the Islanders.

Flames get new socks as well

Yes, that is Theo Fleury. Poor guy. (Well, not really.) He's also got that laughable 30th anniversary patch on his shoulder there.

But despite all the bad Calgary Flames news, there's some good as well. The 2009-10 NHL season opened this past Thursday with the Flames taking to the ice against the Canucks looking like they haven't in 15 years!

It was the debut of their new retro jersey — which only sees action in four more games this season — one of which is tomorrow. Now this is a hockey jersey!

They're not just celebrating a goal — they're happy about their jerseys too

I like they there were no compromises with either the socks or pants. Flames fans, as I said, you have four more chances to see these in person. If I were you, I wouldn't miss them.

I'm sure there are things I've missed, but I will get to them this week. This should hold you over for now.

Icethetics Season Preview, Part 3

We're midway through the Icethetics Season Preview and after yesterday's three-section post, I'm going to make Part 3 short and sweet. It's a recap of the new logos that will be seen around the NHL this season.

Part 3: New NHL Logos

At least six NHL clubs will have new logos in their arsenal beginning with this 2009-10 season, presented here in alphabetical order.

Boston Bruins (special)

The Boston Bruins will face the Philadelphia Flyers in the Winter Classic on New Year's Day 2010. The NHL's annual outdoor game typically sees its participants dig into their history for special vintage uniforms. And the Bs had a long history to dig into.

For this year's big game, the Bruins pulled elements from five of the different looks they've had over the last 85 years. This logo comes from the sweaters worn 60 years ago to commemorate the franchise's 25th anniversary.

The logo will be used on the jersey as well as other Winter Classic-related merchandise. No plans have been announced to make the jersey the new third beginning in 2010-11, but it's not out of the question. The Penguins and Blackhawks have both given their Winter Classic threads an upgrade.

Buffalo Sabres (vintage)

While nothing has been made official just yet, everything is beginning to point to the notion that the Buffalo Sabres will retreat from the slug and give that classic 1970s primary mark another go. (I'll have details on this from Larry Quinn soon.)

Retro is in right now in the NHL and it seems like a vast majority of the teams are looking backward to move their uniforms forward. Sabres fans have been begging for a return to the team's original look. Their wish may soon come true.

The logo will continue to appear this season at center ice in the HSBC Arena and on tons of merchandise along with the team's official web site and other electronic and social media.

Calgary Flames (vintage)

After scrapping plans to release a brand new black third jersey complete with a fancy new logo, the Calgary Flames jumped on the throwback bandwagon. In fact, forget the black jersey — black is nowhere to be found on the new vintage threads the team is trotting out for their 30th anniversary season.

The club will wear a red jersey that's nearly identical to what was originally worn when the Flames moved from Atlanta to Calgary in 1980. Front and center will be that classic, white-hot flaming C.

No word yet on whether this vintage jersey and logo will be sticking around beyond the five games its scheduled for this season or if that previously designed black third will ever see the light of day.

Florida Panthers (alternate)

After 15 years in the NHL, the leaping cat logo most associated with the Florida Panthers is disappearing. While nothing has been announced officially, this legless feline has been popping up all over the place — everywhere but the jerseys, that is.

The Panthers are also one of a handful of teams expected to release a third jersey this season. They, along with the Colorado Avalanche, have yet to do so. It's not clear yet what to expect for the alternate sweater, but it wouldn't surprise me if this new logo somehow figures in.

For now, you can find it all over the team's electronic media outlets as well as publications and merchandise. And I haven't seen it yet, but it'll will probably be painted at center ice as well.

Minnesota Wild (third jersey)

So far this summer, two teams have unveiled third jerseys and both have involved new logos. The Minnesota Wild's new green duds feature a script rather than a typical logo. But that M will be making its way onto all sorts of Wild gear this year.

The logo is an encapsulation of the history of classic Minnesota hockey. From the simple M to the shooting star which dots the I that, no doubt, calls back to the Minnesota North Stars.

It's not my favorite thing for the front of a jersey, but it has a lot of meaning and the Wild still have the best primary mark in the entire league if you ask me.

Nashville Predators (third jersey)

The launch of their third sweater brought two new logos into existence for the Nashville Predators. However neither is entirely new. The one you see here is a simplified and recolored version of the Preds' primary mark.

A mix of black, grey and shades of blue join a brand new color in the team's identity — the red in the eye. I certainly prefer the simpler version of what is surely the most detailed primary logo in the NHL.

The other logo, found on the shoulders of the new jersey, is an adaptation of the current secondary mark which depicts the skull of a saber-toothed tiger. It's now encircled within the same checkerboard pattern found on the uniform itself.

I might've been more impressed with a completely new logo, but then we do know Nashville's track record in this category (see the old mustard jersey). Still, they're at least moving in the right direction by simplifying a complicated set of logos.

I'm not anticipating any other new logos around the NHL. The Colorado Avalanche have yet to unveil their third jersey, but it's expected to feature text across the front with the primary logo on the shoulders — nothing new.

And that wraps up Part 3. We're back tomorrow with Part 4. Can you guess the topic?

Preds 3rd Launch Date & More...

Lots to cover tonight so let's dive right in.

The Nashville Predators have revealed their plans for the unveiling of their brand new third jersey. According to the team's web site, the sweater will be introduced on Thursday, September 17.

That night the Preds face the Atlanta Thrashers in an exhibition match at the Sommet Center and fans in attendance will get their first look at the new threads during a pre-game ceremony.

Here's the text pulled from the web page.

Prior to the start of the Sept. 17 game, the Predators new Third Jersey will be revealed in a pre-game ceremony. Players debuting the new jersey will be available for autographs on the main concourse during the first intermission. 

If you're there, feel free to snap some photos and send them along. I'm sure everyone here will enjoy seeing them. Thanks to Paul for pointing out this new information.

To recap earlier news, it sounds like the third jersey will make its regular season debut sometime in November. Team owner David Freeman says it has a traditional look based on some Original Six teams. And back in July, a fan claiming to have seen the sweater, posted a description online which was followed up by a concept rendering.

Now onto the Boston Bruins.

This story may turn out to be nothing, but I got several emails so I thought I'd share it. A new video on NHL.com featuring Tim Thomas appears to show a retro-looking Bruins sweater we've never seen before.

Could it be a sneak peek at their new Winter Classic threads? Take a look at this screenshot and judge for yourself.

Sneak peek at Bruins Winter Classic sweater?

It's the yellow one there in the equipment bag. It's tough to say but it certainly isn't out the question. Like I said, I'll let you guys make up your own minds about its legitimacy. Feel free to discuss.

The design will be officially unveiled a week from tonight at the Bs' State of the Bruins event.

My final piece of news for the night is sort of a follow-up to Wednesday's late night post regarding the classic Buffalo Sabres logo continuing to appear at center ice. It's good news for fans who've been awaiting the imminent death of that awful yellow logo which debuted in 2006.

The final nail in the coffin may have come straight from the mouth of Buffalo bigwig Larry Quinn early today. Icethetics reader Kevin wrote in today with this report.

Hey Chris,

Larry Quinn, managing partner of the Buffalo Sabres was on Leafs Lunch with Bill Watters on AM 640 Toronto today. He let slip that the Sabres are migrating to wearing the retro sweaters full time. Audio isn't up on the website yet, but I'm sure it will be soon. Thought you'd like to know. Goodbye Buffaslug!

Kevin

I'm sure you guys can keep an eye (ear) out for that but it is certainly positive news. I think we'd all be better of if they just listened to John Slabyk in the first place. But we should all be grateful for the little victories where we can get them.

That's all for tonight.