Toronto Maple Leafs partially successful with new jersey design

The Toronto Maple Leafs unveiled their “Next Gen” uniforms — featuring Justin Bieber — last Wednesday for a game against the New Jersey Devils.

Two jersey designs were shown: one has a black and blue color scheme, while the other is gold and black with an anthropomorphized maple leaf. The jersey is reversible, but only the black and blue version was visible during Wednesday’s game.

How to react to this Leafs marketing initiative?

The black and blue version presented seems generally well received by the fans. The design of the jersey resembles those recently worn by Canada’s national teams (blue replacing red).

Still, gold and black seem ill-advised, as these colors are strongly associated with the identities of other teams, including their rivals, the Boston Bruins.

The reversibility function also seems wrong. Since both sides of the jersey are predominantly black, the potential benefits of the product are not met (such as wearing it for practice – or participating in pickup hockey – when teams or squads are assigned on location).

Bieber, an avid Leafs fan, has a younger appeal and a huge following on social media. The idea is that it can revitalize the team’s brand and drive more merchandise to be sold.

Maple Leaf Sports and Entertainment already has similar and successful initiatives with Drake and the Raptors. Still, basketball is trendier, more diverse, and less traditional as a sports property than hockey, and the Raptors have considerably less history than the Leafs.

Previously, jersey sales were driven by roster changes. Aging fans who once wore a Salming 21 jersey would be seen wearing a Marner 16 version. These days, special edition jerseys are designed to sell more merchandise.

Around St. Patrick’s Day, the Leafs are seen in green and white uniforms. The team was formerly known as the St. Patricks (or St. Pats for short). Camouflage jerseys are also available and can coincide with Remembrance Day and honor the name of the team that honors the Maple Leaf Regiment of the First World War.

For their recent Heritage Classic game played in Hamilton, the Leafs’ jerseys mirrored those of the Toronto Arenas, as the franchise was known when the NHL was formed. Obviously, it is an asset to have a considerable history and tradition.

Forbes estimates the value of NHL teams each year, with the most valuable being dominated by the Original Six teams. The Maple Leafs rank second.

The Montreal Canadiens are the third most valuable team in the NHL. According to common marketing thinking – which emphasizes the importance of brand consistency – the uniforms worn for Saturday’s game between the Maple Leafs and the Canadiens were more predictable.

Ultimately, it’s important for marketers to know what a brand stands for. The Leafs brand is steeped in tradition, heritage and patriotism. (our collective passion for hockey). The Leafs’ previous special-edition jerseys have rightly acknowledged the team’s rich history.

The black and blue “Next Gen” edition – as a standalone Leafs jersey – has shown promise as a branding strategy by tying the team to patriotism and perhaps being seen as “the team of the Canada”. Still, the design could have included retired player numbers — speaking to the team’s historic past — rather than featuring the Toronto skyline on the uniform’s sleeves and socks.

The jersey’s reversible feature, an anthropomorphized maple leaf, and the lack of blue of the other “Next Gen” jersey featured are obviously more offside.

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