Coyotes expected to go with a newish look next season

In 2003, the Arizona Coyotes (then known as Phoenix) changed their uniform setup and introduced a new logo. Flashforward 18 years and the Coyotes are going to go in a new, "cool" direction with their branding, logos, etc. according to the team's President and CEO Xavier Gutierrez.

The team has partnered with an advertising agency known as MullenLowe Los Angeles to help them refresh their ideas regarding branding to become a more inclusive organization.

"We chose MullenLowe LA to help us with our mission to break NHL team stereotypes and present our club in a cool and edgy way," Coyotes President and CEO Xavier Gutierrez said. "We want to change the way we showcase our players and incorporate the fashion and lifestyle world in our branding. Our identity and brand evolution will focus on our commitment to be consistent contenders on the ice, and evolve our look to be more inclusive, innovative and impactful in our community."

Now how are the Coyotes going to do this? Well, it could be with the return of their Kachina uniforms full time. For a handful of games starting in 2015, the team brought back the black version of the famous Kachina uniforms, and decided to make it their permanent third jersey when the NHL switched from Reebok to Adidas. For the 2020-21 season, the Coyotes 25th in Arizona, the team wore the Kachina jerseys for 23 of their 28 home games.

In late-2020, the Coyotes decided to bring back one of their most talked about jerseys in franchise history, the "Peyote Coyote". The NHL announced last fall that all 31 teams would be introducing a new jersey under a program dubbed "Reverse Retro" which were intended to be throwback uniforms with a twist. The Coyotes wore their Peyote Coyote jerseys for a handful of games during the 2020-21 season, but instead of the primary colour being green, it was purple.

According to Icethetics, the team could be gearing up to bring back the Kachina's full-time and will likely be debuting a white version this fall.

"In an April email to season ticket members, the Coyotes confirmed a new uniform will be released this summer ahead of the 2021-22 season," Icethetics said in their 2021 JerseyWatch article. "The team has not been specific with regard to the details of this new jersey, but given the extra attention the original Kachina design has gotten in recent seasons, a white Adizero version may be coming. It could pave the way for a return to the Kachina branding."

The team is reportedly going to do a soft launch of their new branding and colour scheme next month, before a full reveal in October.

Source: Arizona Coyotes

MUST READ

1 hour ago  |  By Tom Banks Boston Bruins Shake Up Their Roster After Embarrassing Loss

2 hours ago  |  By Tom Banks Habs Rookie Jakub Dobes Fined by Gary Bettman and the NHL in His First Game: Fans are Furious

4 hours ago  |  By Tom Banks Nashville Predators Trade Talented Young NHL Winger to Divisional Rival Colorado Avalanche

6 hours ago  |  By Tom Banks Winnipeg Jets Unexpectedly Terminate the Contract of Young Former Top Draft Pick

8 hours ago  |  By Julien Trekker Major Update for Alex Ovechkin and the Washington Capitals: He Is Set to Return to Action Tonight

11 hours ago  |  By Julien Trekker Dallas Stars' Mason Marchment Rushed to Hospital After Taking Puck to the Face: 'It's Not Pretty'

13 hours ago  |  By Tom Banks John Tortorella Lashes Out At Reporter That Asks Question About Former Flyer Cutter Gauthier

23 hours ago  |  By Tom Banks Montreal Canadiens Forced to Place Young Former Star Prospect Goaltender on Waivers

MORE STORIES