Third Jersey Launch
Launching our third jersey, an additional option we could wear different from our regular home and away jerseys, was a big deal. I worked closely with our team photographer and videographer to plan a strategic release to reveal the jersey prior to the first game we played in them.
Beginning with a teaser to build hype, we then revealed the full jersey and all of its details.
Following the reveal of the jersey, we continued to push the night and the jersey by putting out content featuring an exclusive bobblehead of a player in the jersey. As well as leaning into the elements of new gear on ice that would excite our fan base.
On the night itself, I made sure to highlight the jersey and the notable other game related elements that linked to it. For example, the jersey was inspired by the jersey that Willie O’Ree (the first Black player in the NHL) wore when he was a Gull and so his appearance at the game was a big deal.
With multiple ‘Third Jersey Nights’ that season, I continued to find subtle ways to mention and highlight the jersey to continue to drive brand recognition and growth.
