NHL.com (Oct. 26, 2016) - The NHL signed a deal with Fanatics, the nation's largest online seller of licensed sports apparel, giving the company the exclusive right to make NHL fan-replica jerseys as well as all quick-turnaround products, including official Stanley Cup-champion locker room apparel.
Fanatics officials said they plan to improve the appearance of the fan jerseys. Since the jerseys looked too bulky for fans who didn't wear pads them, the company has created a stretch fabric that fits better. The jersey is adjusted depending on size and gender.
A Fanatics logo will be on the bottom of the jerseys. The Adidas logo, which will be on NHL on-ice jerseys when its seven-year deal starts with the 2017-18 season, will not appear on the replica jerseys. The deal allows Adidas to get branding benefits on the jersey exterior on NHL players, but it doesn't have to worry about making jerseys for fans, which requires a significant infrastructure investment.