Fanatics expands design role through NHL Hometown Remix jersey program

Fanatics and the NHL have introduced the Hometown Remix program, a collection of uniforms and apparel tailored for all 32 NHL teams. The initiative focuses on local team culture, with each design specifically curated to reflect the city and fan base of individual franchises.

This move signals a shift in Fanatics' role within the sports apparel industry. While the company has long served as a manufacturer and retailer for major leagues like the NFL and MLB, it has typically relied on third parties—such as Nike—for design. By taking on design and development responsibilities for the NHL, Fanatics has transitioned into a more comprehensive partner.

Fanatics has been a league partner since 2005, significantly expanding its role in 2024 when it became the official provider of on-ice uniforms. Andrew Low Ah Kee, CEO of Fanatics Commerce, noted that the company is now solely accountable for the design and execution of the program in collaboration with the league and individual clubs.

Teams will wear the new jerseys throughout the 2026-27 season. The NHL and Fanatics plan to monitor fan reception and engagement data from this initiative to determine how to incorporate these local design elements into future product lines.