Each PWHL team is building excitement on Instagram by teasing their jersey reveals, all set for tomorrow’s unveiling.
In the NHL, this season marks the start of a 10-year partnership with Fanatics, transitioning from Adidas. This is the first time Fanatics branding will appear on a player uniform. While Fanatics has been the NHL’s retail partner since 2017, making replica jerseys, it is now producing authentic player uniforms and on-ice official gear as well.
When the partnership was announced, fans and media expressed frustration on X (formerly Twitter), with several accounts dedicated to highlighting mishaps and quality concerns with Fanatics’ products. Fanatics, which also produces Nike-branded MLB jerseys, faced backlash earlier this year over issues with a uniform redesign. Though the MLBPA blamed Nike, fanatics’ role in sports apparel has been kept in the spotlight.
Entering the NHL jersey market, Fanatics is offering jersey tiers: authentic game-worn ($425), “Premium” ($230), and "Breakaway" replicas ($175). Fanatics is also introducing authentic game-worn jerseys for fans to buy, a feature absent with previous manufacturers. On October 29, lululemon and Fanatics launched an NHL fan apparel line, available online, at Lids stores, and NHL arenas. Initially featuring 11 teams, the collection will expand to all 32 teams by 2025-26. This partnership is lululemon’s latest move in professional sports, following its collaboration with NHL rookie Connor Bedard. Overall, Fanatics’ impact has been largely positive so far.
The PWHL, however, has not hopped on the Fanatics bandwagon, choosing Bauer as its exclusive jersey provider and launching its own line of fan apparel. Bauer, one of hockey’s most storied equipment brands, announced that part of its replica jersey sales will fund a new program to introduce more girls to hockey, launching this season with all six teams. Bauer’s support is already making significant waves in the women’s hockey community, while rocking the beautifully stitched and one of a kind PWHL jerseys.