0237: Dallas Freak Out
I can't even begin to describe Cale Putnam's Dallas Stars concept. So I'll let him.
...and now for something completely different.
I think logical assumption is that the NHL is mere seasons away from some form of jersey advertising, probably in a form like the small patch AHL teams use on either side on the upper chest. As the Detroit Red Wings Presented by Amway have already proven, owners will test boundaries, so the idea here is that, as part of the ad deal, an owner might let a sponsor redesign the team brand and jerseys.
What you see here is the result of a chance doodling of NHL logos while I also had my new R/C truck on my mind. Traxxas is a metro Dallas based company that makes R/C vehicles, most popularly the T-Maxx, but also the Revo, Stampede, and what I bought, the Slash. I figured that the Stars, who we all agree could use a redesign, would be cool with whatever Traxxas came up with, so I re-did the primary with lettering more like their corporate logo, used an image of a Revo in the secondary, and designed the jerseys in the same vein as the graphic designs on their cars and trucks.
People are going to hate this, both for the looks and the advertising, but I can honestly see a future for this type of marketing, especially if it makes the owners money. If there's a good response I might try it for other teams.
Cale Putnam 
Reader Comments (26)
This is a really different design and idea. At first glance I absolutely hated it, but the more I look at it, I'm finding there are elements I like. It's a very creative, futuristic design for a team that we can all agree needs a re-brand. I can't imagine a team allowing a corporate sponsor to design their jerseys or even alter to appease a sponsor however.
The jersey does look terrible, but the concept is really well made and interesting. While I would never want to see this on the ice, I'm definitely interested to see more of what Cale can do. I always feel that just because a jersey would be awful for the NHL doesn't mean its not a cool and well put together concept. Well done Cale.
I agree. It may not be a jersey we are all dying to see, but it is a very cool concept. Plus, I think this would beat what Dallas currently has...
Looks fantastic! Different in all the right ways. Good show.
I think it's hilarious. I love it. :P
Would I want to see this in the NHL? Never. However, it's a very well-done concept, and is most likely a very accurate representation of where minor-league professional hockey is heading.
I like that there is green in them.
i can definitely see this used for a roller hockey team. (or even a paintball team)
EXTREEEEEME!
I would hate the NHL if they did this. However, this is a very interesting design. I think this would make for a great roller hockey jersey, since they seem to like lots of "movement" on their jerseys.
I'm not against this by principle regarding corporate sponsors having design input, but the execution just screams 90's roller hockey team to me. It even evinces the unused Blues trombone jersey. Still, that said, I wouldn't mind seeing what else Cale can do, especially if he continues to use local business(es) for design inspiration.
I love it.
This set would be completely unique and new for the league. My only negative is the size of the main logo.
This would make a good Stars-branded T-Shirt for kids in 1994. I'm pretty sure all teams had stuff like this at the time.
Love the concept, and the colours, but needs a lot of work. It's very interesting, though!
would look infinitely better than the majority of roller hockey jerseys
I think Cale just destroyed the pure beauty of hockey jerseys with this.
It's really a smart, smart idea. However, the worst part is that he should've taken this concept to a reputable ad firm instead of giving the idea away for free on icethetics.
That is definitely, by every definition, a freak out.
I see where he's going with it, and I agree that this maybe a plausible alternative to slapping advertising patches on jerseys. He's right about ppl hating it tho.. It's quite a drastic change so it obviously Wouldn't go over too smooth. I like the look of it. Pretty sharp. But I can't imagine ever seeing something like it on nhl ice..
Love the creativity...
I agree with the above poster completely. I would never want to see something like this in the NHL, but it's not outside the realm of reasonability.
I'd vomit if I saw this in an actual hockey game (it makes the Burger King and Flying V look tame) but it's a cool concept and a glimpse into George Orwell's National Hockey League. Nice.
Just a quick, friendly comment to TDEUCE first...
I believe when the Florida Panthers went to the blue Uni's they did it because of their affiliation to Jet Blue Airlines...Anyone else confirm this?
Nice Design. Still Way better than what has happened to Dallas' uniforms,but it's not being for hockey...
Looks completely insane and I love it. I think advertising on jerseys are inevitable although I hate the thought of it. Still my favourite freak out Friday concept so far.
The last thing I want to see on any professional sports jerseys are ads. Absolutely hate them, however this is a really sick concept. Like how its bold and different.
Look, I hate that jersey. There's plenty wrong with it but the idea is great! I would love to see Cale try more of these with different teams and different companies.
It sort of reminds me of a crappy Australian inline team jersey! Ha!
On a historical note, it just so happens that the Boston Bruins originally chose brown and gold uniforms to coincide with the grocery store chain owned by team owner Charles Adams.
So, this wouldn't be the first time corporate branding guided the development of an NHL jersey.
don't mess with TRAXXAS!
Love the idea behind it, i agree with a few people, wouldnt like to see this on the ice as such, but great concept...really outside the box!
Would love to see interpretations of other teams...especially an original six set.