Fanatics replacing Adidas as the NHL's official uniform partner

Fanatics will replace Adidas as the NHL's outfitter of on-ice uniforms and authentic jerseys beginning with the 2024-25 season, the league announced Tuesday.

The deal runs 10 years. Financial terms were not disclosed. This marks the first time Fanatics branding will be directly on an official player uniform for a professional sports property.

Fanatics has been an NHL retail partner for nearly two decades. It will remain the official manufacturer of a broad range of NHL apparel, including the replica jerseys that it has produced since 2017. Fanatics will also make the uniforms for all NHL on-ice officials beginning in 2024-25.

«This expansion of our partnership with Fanatics is a reflection of our shared commitment to innovation, performance, and serving our players and fans,» NHL commissioner Gary Bettman said in a statement. «Fanatics is a sports industry market leader and with its proven track-record in e-commerce and retail operations, licensed fan merchandise and performance gear, our players and fans should look forward to what Fanatics will bring to the best uniforms in all of sports.»

ESPN reported last July that Adidas had decided not to pursue an extension of its seven-year deal to make NHL jerseys.

Fanatics chief executive officer Michael Rubin's companies have operated the NHL's e-commerce operation since 2005. Fanatics runs on-site retail stores in a handful of NHL arenas and for events like the NHL All-Star Game and the Winter Classic. It also operates an NHL flagship retail store in Manhattan, which opened in 2021.

Since 2017, Fanatics has produced the «Breakaway,» innovating the fan replica jersey's design by using more stain resistant fabrics and adding a foldable jersey logo crest for easier storage.