NHL.com – Devils Unveil First Third Jersey
Influenced by Devils legend Martin Brodeur, the third jersey will be worn 13 times this season
Article originally appeared on NHL.com – https://www.nhl.com/devils/news/devils-unveil-first-third-jersey–release/c-328228578
The New Jersey Devils, today, announced the historic release of the organization’s first-ever third jersey. Acknowledging the clamoring of fans who have been asking for a primary black jersey for years, the Devils answered with a black-inspired/red-shadowed design that weaves together Jersey pride, Devils history and the state’s professional hockey heritage. In collaboration with the New Jersey Devils, NHL and adidas, this sweater is reflective of 90 years of New Jersey hockey history, created by the Devils nearly 40-year legacy and has been guided by the Hall of Fame goaltender, Martin Brodeur. The sweater is a bold step forward for the Devils brand, aligning with the momentum of team primed to pivot to a future window of success.
THE JERSEY STORY
“The organization has been playing with the same jersey for almost 40 years, and to be a part of bringing a third jersey for our fans to enjoy is going to leave a great mark,” said Martin Brodeur, New Jersey Devils Legend. “The new sweater is inspired by a history of hockey in the Garden State that fans may not be familiar with and layered with design elements of Devils championship success. This is a jersey our alumni are envious of that they wished they could have played in it back in their day. People throughout the state and country know us as “Jersey,” this is our place, our home and this jersey signifies that.”
Jersey Proud and Representative of our Hockey Roots
The design of the jersey, and the entire uniform, is distinct to the Devils home state in two key ways:
The jersey exudes pride as the Devils are the only professional team that plays in this state while wearing it across our chest. Having done so for our entire existence with the horned and tailed “NJ”, now we proudly spell it out with “Jersey”.
Its black and striping pattern pays homage to a history of hockey in the Garden State, stretching from “North Jersey” to “South Jersey”- drawing inspiration from professional teams across the entire state that also called New Jersey home.
The Newark Bulldogs (Canadian American Hockey League, 1928-29, Newark, NJ- Newark arena never built); River Vale Skeeters (Eastern Hockey League, 1939-1942, River Vale, NJ- River Vale Ice Arena); Jersey Larks (Eastern Hockey League, 1960-61, Cherry Hill, NJ- Haddonfield Ice House).
Touched by the “Goat”
The greatest goaltender ever, Martin Brodeur, was integral in the design and input over the three-year process of the design. His touches are both obvious and subtle:
Lacing at Neck: The lacing is reflective of a Goalie Net – – a nod to the jersey’s co-designer and the on-ice home of the Devils Hall of Fame netminder.
Made in Jersey: The shorthand of “Jersey” (vs. the full/proper “New Jersey”) was inspired by a story the Hall of Famer tells of coming to New Jersey as a youngster and living the majority of his life, and his children’s lives in the Garden State. He noticed that friends, strangers, fans, people in visiting cities frequently referenced his new home as “Jersey.”
Teased on the Tee: During Brodeur’s signature annual golf tournament for charity on September 28 — black/white tees, flags/pins, gifting, chairs and decor, and more — hinted the team’s new jersey color scheme and stripped look.
Elements and Designs You See, and Those You Don’t
The management and design groups from the New Jersey Devils and Adidas came together to be sure the history and future of hockey in New Jersey was represented with this uniform –
Striping: There are 21 stripes on the jersey; representing 21 counties in New Jersey
5 x Stripe Pattern on each shoulder Honors Retired Devils Numbers: The modernized five (5) stripes across the left shoulder honors the Devils five retired player numbers: Ken Daneyko (#3), Scott Stevens (#4), Patrik Elias (#26), Scott Niedermayer (#27), and of course Martin Brodeur (#30).
Silver/Gradient Lettering on Inside Neck/Yoke Denotes Stanley Cup Victories: Silver lettering on the inside of the neck/yoke denotes the years the Devils won Stanley Cups (’95, ’00, ’03), and the silver is to evoke the reflection of the Cup itself, as Brodeur says, “the shine you see when it reflects back at you.”
Red Drop Shadow on Lettering/Numbers: The red drop shadow gives a nod to the color that has been the Devils signature for almost 40 years; red is also inside the neck yoke as a subtle touch.
About the Pants: The Devils have never had a logo on player pants – however this season, the team debuted a subtle white/black logo on its traditional black player pants. Given that the third jersey features the script text “Jersey” across the chest (and there is no logo on the jersey itself); a small white logo was added to player pants to make sure the Devil’s crest was always present.
A New Way to Promote the New Jersey Devils
The Devils took an aggressive and wide-ranging promotional program that incorporated third jersey branding and associated merchandise line over a series of events, promotions, and advertising campaigns over the past several months.
Promotion with Dirty Soles: The organization partnered with Newark-based, Black-owned shoe design company (and associated Foundation), Dirty Soles Footwear Group to create custom, hand-painted Adidas sneakers for New Jersey celebrities from sports, entertainment, music, and pop culture. The sneakers are an extension of the third jersey design and highlight the celebrities with an icon reflecting their career. One pair is available to be auctioned off to the public, with proceeds benefiting the Devils Youth Foundation; starting on December 8. The highest bidder will have the opportunity to customize the pair of sneakers with an icon of their choosing. Dirty Soles Foundation is a 501c3 not for profit organization serving the Greater Newark Area – through education and outreach programs they teach and inspire the youth of New Jersey in the footwear design craft
Augmented Reality Posters: The Devils partnered with renowned augmented reality agency Groove Jones to create an immersive experience for the tease and reveal of the new sweater. In the weeks leading up to the announcement and unveiling; AR posters featuring the New Jersey state outline and the word REPRESENT (but featured no Devils branding) were placed throughout the state. When activated, the posters revealed the jersey material and striping as well as a date – 11.23.21 – enticing people to come back and reactivate. This morning, the activated posters show the intricate design details and storytelling elements of the new sweater. The posters can be found at the locations below through December.
-NJ Path and Transit stations (Morristown, Newark Penn, Summit, Princeton, Westfield, Montclair, Summit, Exchange Place, Hoboken, Journal Square), Simon Malls (Livingston, Menlo Park, Newport Centre, Rockaway Square), and in American Dream Mall.
Merchandise for Giving Tuesday: A three-item merchandise line will be unveiled/released on Giving Tuesday (Tuesday, Dec., 30); featuring a (unisex) tee-shirt and two hats (one ball cap and one wool beanie). Purchased proceeds will benefit Devils Youth Foundation.
New Jersey will wear the sweater 13 times – as a nod to Devils captain, 22-year old Nico Hischier , who wears jersey #13 and, who along with Jack Hughes, Mackenzie Blackwood, Dougie Hamilton, Ty Smith, and the rest of the developing, young core is ushering this franchise into the next era of Devils hockey. The new sweaters will hit the ice on Third Jersey Night, presented by Heineken, December 8 vs. the Philadelphia Flyers. The remaining games will be released on November 26th, 2021 (Black Friday).
New Jersey has crafted a wide-ranging clothing and collectible line that will entice buyers at all levels with brands including Adidas, Fanatics, 47 Brand, Starter, and the club’s own exclusive, white-label in-house “Made In Jersey” designs. The authentic Adidas jersey and associated merchandise line, Starter jackets, hoodies, wool/ski, and ball caps, flags/pennants, scarfs, and more will be available for purchase exclusively starting today on Adidas and NHLShop.com online store(s), and Prudential Center gear stores. The merchandise will be available at traditional retailers starting Sunday, Nov. 28, 2021. Those who purchase the in-house “Made In Jersey” line will have proceeds from all sales, dedicated to Devils Youth Foundation- a 501(c)(3) organization, that enriches the lives of New Jersey’s youth by creating life-changing opportunities and inspiring youth in our communities through the power of sports and entertainment