Stitch In Time

In 2023, Fanatics announced they were replacing Adidas as the official jersey-maker of the NHL. Fanatics had been plagued by some quality concerns that led hockey fans to believe that the jerseys they loved might be ruined. What they didn’t know was that we were partnering with the same craftspeople that had been sewing NHL jerseys for decades to make our new ones. Our strategy was to raise brand sentiment by shining a light on the people behind the jerseys.

We had a museum curator show Auston Matthews, one of the NHL’s biggest stars, three game-worn jerseys from his childhood heroes. But she had one final surprise as she brought out his new Fanatics jersey for this year. She wasn’t a curator, she’s the seamstress that made every jersey he just saw. Auston marvels at her craftsmanship. In the end, we showed fans that the same quality that goes into the jerseys they’ve loved for decades is also in the new Fanatics jerseys. As a result, consumer positive sentiment rose +15%. 

Fanatics :: Harry Barron, Creative Director

Fanatics :: Adam Lock, VP Creative Director

Fanatics :: Lindsay Faulkner, Director Social Media

Fanatics :: Joey Joseph Stokes, Sr Producer

Fanatics :: Todd Bradley, Creative Director