Coyotes Announce Rebrand Focused on Impact, Inclusivity and Innovation

FOR IMMEDIATE RELEASE:
Monday, September 20, 2021
GLENDALE, ARIZONA --- The Arizona Coyotes announced today a complete rebrand and business transformation focused on the club's commitment to impact, inclusivity, and innovation. As part of the rebrand, the club will change its primary logo back to the tremendously popular Kachina logo and reintroduce the white Kachina jersey for the Coyotes away uniform. The Coyotes will continue to wear their black Kachina jerseys for most home games during the 2021-22 NHL season except for eight games when the team will wear its red Coyotes head jerseys.

"We are extremely excited to launch our rebrand that is focused on our vision to become a long-term winning team in Arizona and our dedication to impact, inclusivity, and innovation," said President & CEO Xavier A. Gutierrez. "As always, we listened to our incredibly loyal and passionate fans, and we were overwhelmed by their love for the Kachina brand and desire to bring the logo and jerseys back on a full-time basis. Embracing the Kachina was an easy decision for us, and we are very proud to have one of the best logos and uniforms in the entire NHL.
"Our rebrand will highlight that the Coyotes are a dynamic, energetic and a forward-looking organization and this campaign with demonstrate our commitment to be a leader in our community. The Valley and the entire state are a part of Our Pack."
The Coyotes will debut their white Kachina jerseys on Thursday, October 14 when they take on the Blue Jackets in Columbus. The Coyotes will also wear their white Kachina jerseys on Monday, October 18 for their home opener when they face the St. Louis Blues at Gila River Arena at 7 p.m. The Kachina logo will be prominently featured at center ice for all games at Gila River Arena this season.
A marketing campaign to promote the Coyotes rebrand consisting of billboard, TV, radio, digital and print advertising will run throughout the season.