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 Jobing.com 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."
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.
"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 Jobing.com 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 Jobing.com Arena home games in Glendale:
For more information about the Phoenix Coyotes
or to purchase tickets to an upcoming Coyotes home game, visit www.phoenixcoyotes.com or call 480-563-PUCK (7825).