The NHL and Fanatics launched a full 31-team assortment of the League’s new official fan jersey, the “Breakaway.” This launch coincided with the launch of the League’s new Canadian-based e-commerce platform, NHLShop.CA.

The new online shop will provide Canadian hockey fans with a localized, seamless shopping experience, featuring faster shipping and an expanding assortment of fan gear and apparel for the NHL’s 31 teams – seven of which are based in Canada – from Fanatics and official NHL partners, including authentic jersey and apparel provider adidas.

The new Canadian online shop will be available in English and French, the official languages of Canada. The site will also offer fans various Canadian currency payment options, including Visa checkout. In addition, Fanatics has established a distribution network in Canada with enhanced warehousing and manufacturing capabilities designed to provide faster delivery options for fans throughout the country.

To promote NHLShop.CA and Shop.NHL.com, the NHL has unveiled a new national TV advertising campaign featuring Vegas Golden Knights goalie Marc-Andre Fleury, Chicago Blackhawks right wing Patrick Kane, Edmonton Oilers center Connor McDavid and Dallas Stars center Tyler Seguin. The creative was developed by the NHL and directed by Neil Tardio of Durable Goods, with collaborative input from New York-based creative shop, Baby Bear’s Porridge.

In addition to the new Canadian online store, Fanatics has launched a full 31-team assortment of its official fan jersey, the “Breakaway.” Fanatics’ supply chain and vertical merchandise model will produce and distribute jerseys for fans and retailers worldwide, working hand-in-hand with the League to create a real-time shopping experience and adapting quickly to market trends, hot teams/players, in-season moves and off-season changes.

“What’s so special about the Breakaway is that from the beginning we were committed to creating a product that the fans truly wanted,” said Raphael Peck, president of Fanatics Brands. “We unearthed amazing insights that led to the most technologically advanced fan jersey ever made, and thanks to our incredible speed-to-market and widespread distribution chains we can now deliver products across the marketplace faster than ever before.”

“Fanatics shares the NHL’s commitment to bringing premium products and first-rate customer service to hockey fans,” said NHL Executive Vice President and Chief Branding Officer Brian Jennings. “The new NHLShop.CA online store and the Breakaway official fan jerseys are the types of fan-first experiences paramount to the NHL and Fanatics’ joint mission to meet and surpass our fans’ expectations.  And that message is brought to life in our national TV advertising campaign, which puts the best players in the game – and the greatest ambassadors of Brand NHL – front and center.”

The men’s and women’s Breakaway jerseys were designed and manufactured by Fanatics Brands, the company’s in-house apparel and jersey division. The jerseys were created with revolutionary fan-first features engineered for enhanced comfort and versatility. Fanatics created the cutting-edge products after conducting extensive consumer research, applying insights across key areas including fit, fabric and cut to produce a jersey designed for today’s passionate hockey fans.

Key product attributes of the redesigned products include:

  • FanTex: Super soft, mid-weight performance fabric that has optimal drape and range of motion.
  • FanFit: A more tailored fit providing improved comfort. The women’s jersey features a new jersey silhouette with a tunic hem. The men’s jersey features the authentic looks of the on-ice jersey, while providing a more tailored fit around the torso and arms
  • FanFlex: Revolutionary trims that are foldable, lightweight and machine washable.
  • FanShield: Moisture management technology keeps fans cool, dry and comfortable.
  • FanID: Fans will be able to customize their jersey with a nickname, mantra or favorite player.

Fans can purchase Breakaway jerseys across the entire Fanatics network of ecommerce sites including Fanatics.com, Shop.NHL.com, NHLShop.CA, as well as select local and national retailers and individual team stores.

Photo courtesy Fanatics