The NHL, Fanatics and Mitchell & Ness announced an agreement giving Mitchell & Ness official rights to create apparel and accessories for the NHL and its 32 teams.
Fanatics acquired Mitchell & Ness, known for its authentic throwback jerseys, in February in a partnership with a celebrity group headlined by Meek Mill and Jay-Z.
“They [Mitchell & Ness] are an originalist; they look at the history of brands in sport and are very detailed about how they bring that history to life,” said NHL Senior Vice President, Consumer Products and Licensing, Jim Haskins. “For hockey, our history is so rich. When you look back to the ’60s, the ’70s, the ’80s, the class of ’67 teams, the logos, and the brands that came to life, and the stories that were behind them, it is so rich with tradition and a lot of fun stuff.”
The NHL collection will launch in November and consist of lifestyle and streetwear products, including fan jerseys, outwear, fleece, headwear, tops, and bottoms.
“They can create this bridge to fashion, sport and culture like no other brand,” Haskins said. “They help us widen the aperture of the audience as they dive into fashion, dive into streetwear and take us to places that are beyond the traditional sporting goods channels of distribution.”
A separate agreement with the NHL Players’ Association to feature players on apparel and a separate agreement with the NHL Alumni Association to feature former stars on a wide range of products was also announced.
Photo courtesy NHL