It’s time to say “Bye-Bye” to the “Jersey” Jersey.
I can’t believe it’s the final game for a sweater that changed everything.
Before this season began, The Athletic ranked this uniform as the best alternate jersey
in franchise history, and I found myself reflecting on the journey of the Jersey Jersey …
design phase to reveal to farewell season.
When we hard launched the Devils first-ever third jersey in 2021, we wanted to do more
than introduce a new look. We wanted to spark a #MadeinJersey brand identity. And
while the look was a break from traditions, we knew we wanted to serve new fans as
well as the Devils faithful who have been entrenched with our franchise since the
beginning.
Rooted in New Jersey’s grit and crafted with legacy in mind (thanks to the true GOAT
and co-designer, Martin Brodeur), the black “Jersey” Jersey became a true brand and
fan milestone.
The results of that initial 2021 launch were, at the time, pretty wild:
- Nearly 20 million social impressions at launch;
- 38% of all team store sales that season were driven by the jersey and merch
capsules; - Merchandise revenue exceeded projections by nearly a half a million dollars;
- Per caps increased 67% on Third Jersey game days;
- More than $120,000 was raised for charity via the viral “Hat Hat,” as well as the
Dirty Soles collaboration, and more
We earned the Stanley Award for the NHL’s Marketing Campaign of the Year
From AR murals and influencer drops, to My Chemical Romance and celebrity
influencer collaborations, and the unforgettable “Hat Hat” moment, this campaign was a
masterclass in bold storytelling, nimble creativity and community impact.
It was driven by our talented marketing team and powered by Devils fans.
I continue to be so proud of the team that made this happen, and thankful for the fans
who made it iconic.
Jillian Frechette has been the Chief Marketing Officer of the New Jersey Devils since
2018 and is regarded around the league as being among the best of the best.
This item originally appeared as a LinkedIn post.
