The sports apparel brand that represents the NHL on its on-ice uniforms is Fanatics. The company became the league’s official on-ice uniform outfitter beginning with the 2024–25 season, taking over from Adidas. That answer refers specifically to NHL game uniforms; other companies also make licensed NHL clothing and fan gear.
Understanding the distinction between an official uniform outfitter and the wider NHL apparel market helps explain why you may see several brands associated with the league. Here’s what Fanatics’ role means, how it differs from Adidas’ former partnership, and what to look for when buying NHL apparel.
Which sports apparel represents the NHL on the ice?
Fanatics represents the NHL as its official on-ice uniform outfitter. Starting in the 2024–25 season, NHL players began wearing uniforms carrying the Fanatics brand as part of the league’s outfitting partnership with the company.
In practical terms, Fanatics is the brand most directly associated with the NHL’s current game uniforms. The partnership covers the uniforms worn by teams on the ice, while the league’s broader apparel and merchandise market includes products from multiple licensed makers and retailers.
This does not mean every NHL-branded shirt, hoodie, hat, or collectible is made by Fanatics. A product can carry a team logo or NHL branding and still be made by another authorized company. The specific product and its licensing information matter.
What does the NHL’s Fanatics partnership include?
The partnership makes Fanatics responsible for the league’s official on-ice uniform program. That is different from simply selling team merchandise. Game uniforms have to meet the league’s requirements and work for players competing in a fast, physical sport.
NHL uniforms need to accommodate equipment, allow players to move freely, and display team colors, names, numbers, and logos clearly. They also need to be suitable for the demands of regular-season and postseason play. The outfitter’s role is tied to the official uniforms—not to every piece of clothing associated with hockey.
Official game uniforms and retail jerseys are not always the same
Fans can find NHL jerseys made for different uses and budgets. A jersey intended for a player or for on-ice use is not necessarily identical to a retail version designed for everyday wear. Retail jerseys may differ in construction, materials, fit, or detailing.
Those differences do not automatically make a retail jersey unofficial. Licensed fan jerseys can be legitimate NHL merchandise even when they are not built to the same specifications as a team’s game uniform. Check the product description and licensing details to understand what you are buying.
When did Fanatics replace Adidas as the NHL uniform brand?
Fanatics took over as the NHL’s official on-ice uniform outfitter for the 2024–25 season. Adidas had held the role before that, beginning with the 2017–18 season and continuing through 2023–24.
That timeline explains why both brands appear in discussions about NHL jerseys. Adidas was the official uniform brand for several seasons, so older game jerseys and Adidas-branded fan jerseys remain part of the hockey apparel market. Fanatics is the current on-ice outfitter, while Adidas products may still be available through resale or existing retail inventory.
If you see an Adidas NHL jersey, that does not necessarily mean it is counterfeit or unrelated to the league. It may be an officially licensed item from the period when Adidas held the uniform contract, or another product made under an applicable license. For a purchase, verify the seller and product details rather than relying on the brand name alone.
Does Fanatics make all NHL apparel?
No. Fanatics’ role as the official on-ice uniform outfitter does not mean it makes every NHL-licensed product. The league’s merchandise includes jerseys, hats, shirts, outerwear, collectibles, and other items sold through a range of authorized channels and brands.
There are two useful questions to ask when identifying an NHL apparel product:
- Who is the official on-ice uniform outfitter? Fanatics holds that role starting with the 2024–25 season.
- Who made this particular product? Check its label, official product listing, or licensing information. It may be made by Fanatics or another licensed manufacturer.
The NHL logo or a team crest alone does not identify the product’s manufacturer. Licensed goods can display official marks while being made by different companies. Likewise, a brand that sells NHL merchandise is not necessarily the league’s uniform outfitter.
How to choose an NHL jersey or other apparel
When shopping for NHL gear, start with the item’s purpose. If you want a jersey to wear casually, a retail fan version may suit you. If you are looking for a product closer to what players wear, read the description carefully and confirm whether it is designated for on-ice or authentic use.
Check the product and seller
Look for clear information about the team, player, size, fit, and product type. Official team shops and recognized retailers are useful places to begin. If you are shopping through a marketplace or resale site, review the seller’s reputation, return policy, product photos, and any licensing information.
Compare fit and construction
Hockey jerseys are often roomier than standard T-shirts because they are designed to be worn over clothing or equipment. Retail versions can also have different fits from one product line to another. Check the sizing guide and product measurements instead of assuming your usual shirt size will fit the same way.
Understand older jerseys
Older jerseys may carry a former outfitter’s branding and still be authentic licensed merchandise. If you want the current on-ice brand, look for Fanatics products associated with the 2024–25 season or later. If you want a particular design or an older team look, a previous-season jersey may be the better choice.
Why are NHL uniforms associated with more than one brand?
Sports leagues work with apparel companies in different ways. One company may hold the uniform outfitter role, while other companies make licensed fan merchandise. Retailers may also sell products from several seasons, which means shoppers can encounter current and previous brands at the same time.
The NHL’s uniform branding has changed over the years. Adidas held the on-ice role before Fanatics began its partnership in 2024–25. Meanwhile, fan apparel has continued to include a broader mix of products. This is why the simple answer—Fanatics—is most accurate when the question is specifically about the current on-ice uniforms.
Frequently asked questions
Which brand is the NHL’s official uniform outfitter?
Fanatics is the NHL’s official on-ice uniform outfitter beginning with the 2024–25 season.
Did Adidas used to make NHL uniforms?
Yes. Adidas was the league’s on-ice uniform outfitter from the 2017–18 season through the 2023–24 season.
Are Fanatics NHL jerseys the same as player jerseys?
Not necessarily. Fanatics’ role includes the official on-ice uniform program, but retail jerseys can be made for fan use and may differ from game uniforms. Check the product description to see what type of jersey you are considering.
Are Adidas NHL jerseys still official?
Some Adidas NHL jerseys are legitimate licensed products from the seasons when Adidas held the uniform outfitter role. Their availability today does not make them the current on-ice uniform brand.
Does Fanatics make every NHL shirt and hat?
No. Fanatics is the official on-ice uniform outfitter, but NHL-licensed apparel and merchandise can come from multiple makers. Check the label or listing for the manufacturer of a specific item.
How can I tell whether NHL apparel is officially licensed?
Review the product’s licensing information and buy from the NHL, a team store, or a reputable retailer when possible. On resale marketplaces, examine the seller’s history, product details, and return policy.
Conclusion
Fanatics is the sports apparel brand that represents the NHL on its current on-ice uniforms, beginning with the 2024–25 season. Adidas held that role before Fanatics, while other companies may still make licensed NHL fan apparel. For any specific purchase, check the product description and licensing information to distinguish the official uniform outfitter from the maker of that item.