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The Official Site of the Arizona Coyotes


by Russell Brooks / Arizona Coyotes
The Coyotes put about 15 months of thought and hard work into their new third jersey, which they debuted on Nov. 28 against the Colorado Avalanche.

The process for creating the new black sweaters started in August of 2007 when the team approached SME Branding about an idea for a third jersey.

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“We were looking for an alternate jersey that complemented our home and road jerseys, but that was unique and something the fans would like,” Senior Vice President and Chief Marketing Officer Michael Bucek said. “We hope our fans take as much pride in this jersey as our organization does.”

At the beginning of the process, the team decided that a black jersey would complement the current brick red and white sweaters, and that it wanted a new, unique logo that wasn’t currently on any Coyotes merchandise.

Coyotes defenseman Derek Morris shows off the third jersey. (Photo by Norm Hall/Phoenix Coyotes.)
“We took a look at everything from script logos to a different version of the current Coyotes head logo to a full body logo,” Bucek said.

After looking over many graphic renderings, the organization decided on a full body logo that shows the coyote as a fast, fierce creature. With the alternate logo finalized, the next step in the process was to work on the jerseys. Only knowing that the sweaters were going to be black, the Coyotes, along with SME, Reebok, and the NHL, created many different jerseys using a template provided by Reebok.

“Coming to a conclusion on the final jersey was the most difficult part,” Bucek said. “Many people were involved in the process including club management, the equipment people, the television audience, and our fans.”

The Coyotes finally settled on the black jersey with the sand and red trim on the side pants along with the red trim on the sleeves.

The new jersey also features different shoulder patches. On one shoulder is the primary Coyotes logo that is featured on the home and away jerseys. On the other shoulder is a new paw print logo with “PHOENIX COYOTES” ringed around the paw.

One other addition to the third-jersey look is the script logo that is located on the right leg of the pants.

“We wanted to add additional logos that fit into the Coyotes brand,” Bucek said. “We feel this paw print, along with script logo on the pants, give this new third jersey a unique feel to it.”

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