How Fanatics and the NHL used cryptic marketing to hype 32 new special-edition jerseys

Fanatics’ newest collaboration with the NHL is a collection of 32 custom jerseys that use font, color, and symbolism to pay homage to the history of each team’s home city. The collection, called Hometown Remix, is a leaguewide special edition uniform, apparel, and headwear program designed in-house by the global sports platform Fanatics. It includes a bespoke jersey for each NHL team that will be worn at multiple points throughout the season, as well as a matching line of fan gear. Every...