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The Official Site of the Arizona Coyotes


by Staff Writer / Arizona Coyotes

Saturday, Nov. 22, 2008

GLENDALE, Ariz. --- The Phoenix Coyotes unveiled a new third jersey Saturday during the AZ-TV television broadcast of the team’s away game at Philadelphia. The new alternate jersey will supplement the team’s current uniform on select Coyotes’ home games, beginning with the jersey’s Arena debut on Friday, Nov. 28 when the team will wear the jersey for the first time.

“The current Coyotes uniform is considered one of the best in professional sports and has remained unchanged since its introduction in 2003,” said Coyotes’ President and Chief Operating Officer Douglas Moss. “To celebrate and help further the identity of our brand, we wanted to diversify its look, giving our fans more opportunities to experience what the Coyotes represent.”

The Coyotes turned to New York-based branding firm SME to assist in the strategic branding and design of the new alternate jersey and related components. The goal of the initiative was to create a new look that gave Coyotes fans some elements they hadn’t seen in the uniform before.

“Our direction was simple: extend the current uniform look and feel into an exciting, hot new look that both the players and the fans will love,” said SME Chief Creative Officer Edward O’Hara. “It had to be classic sports in tone and not overly trendy.”

Olli Jokinen (left) and Ed Jovanovski
The leaping coyote logo - a full body interpretation of the Coyotes crest - was selected for the new alternate jersey, aggressively leaping forward depicting the athletic, determined nature of NHL hockey.

“Our third jersey has tried to maintain some of the traditional style of the classic NHL uniforms while maintaining the Coyotes’ desert look and feel,” said Coyotes’ Managing Partner and Head Coach Wayne Gretzky. “I think it will appeal to traditionalists and new fans alike.”

Two new Coyotes alternate logos have also been introduced to accompany the classic Coyotes crest and leaping coyote, including a new “Phoenix Coyotes” script word mark and Coyotes paw print. The new script word mark provides a traditional look, while the Coyotes paw print design on symbolizes the unity of the Coyotes pack.

I think it will appeal to traditionalists and new fans alike. - Wayne Gretzky
“It’s always exciting to bring a new jersey out,” said Coyotes’ Captain Shane Doan. “It creates a lot of hype for the team and it’s something that I know my kids, having kids, really enjoy the opportunity to get a new jersey.”

The new third jersey will be available for purchase at the Coyotes Den team store located inside Arena on Friday, Nov. 28 when the Coyotes host Colorado at 2 p.m.

The Coyotes are scheduled to wear the new third jersey at the following 15 Arena home games in Glendale:

Date Time* Opponent Tickets Notes
Fri., Nov. 28 2 p.m. Colorado Avalanche Tickets Black Friday Matinee
Sat., Nov. 29 7 p.m. San Jose Sharks Tickets Coyotes’ Winter Gloves Giveaway
Sat., Dec. 13 7 p.m. Detroit Red Wings Tickets 2007-08 Stanley Cup Champion
Sat., Dec. 20 7 p.m. Columbus Blue Jackets Tickets Coyotes’ Fleece Blanket Giveaway
Sat., Dec. 27 7 p.m. Los Angeles Kings Tickets 5 Year Anniversary of Arena
Wed., Dec. 31 6 p.m. Colorado Avalanche Tickets New Year’s Eve
Fri., Jan. 2 7 p.m. New York Islanders Tickets First Coyotes’ game of 2009
Sat., Jan. 10 7 p.m. Dallas Stars Tickets Coyotes’ Build-A-Bear Giveaway
Sat., Jan. 31 7 p.m. Buffalo Sabres Tickets  
Sat., Feb. 7 7 p.m. Carolina Hurricanes Tickets  
Sat., Feb. 14 8 p.m. Calgary Flames Tickets Valentine’s Day
Sat., Feb. 28 7 p.m. St. Louis Blues Tickets Coyotes’ Hat Giveaway
Sat., March 14 7 p.m. Nashville Predators Tickets  
Sat., March 21 7 p.m. Vancouver Canucks Tickets  
Sat., April 11 5 p.m. Anaheim Ducks Tickets Fan Appreciation Night
*Please note all times listed are MST.

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