NoDak? No Thanks

There have been a number of NHL jerseys that have used shorted versions of names, nicknames, or some other variation of the team's or city's name in place of the proper names. Whether it's "Bolts", "Sens", or "Canes", it makes no sense not to use the team's trademarked name and logo in terms of branding. I get there's some fun to be had with names, but you don't see corporations like Apple or Google using nicknames when promoting themselves or their products. Why do sports franchises think this is acceptable?

I ask this because the University of North Dakota Fighting Hawks introduced a new alternate home uniform as seen above, and my level of annoyance went off the charts with the "NODAK" pasted across the jersey. No, this team isn't owned nor sponsored by the Nodak Insurance Company, the Nodak Electric Cooperative, or the Nodak Speedway, but you'd be forgiven if you thought they were because of this new uniform.

In no way, shape, or form should the University of North Dakota refer to itself as "NoDak". It just went through a complete rebranding after the NCAA forced them to retire the Indigenous persons' face as their logo, so they shouldn't be using anything but the Fighting Hawks name and brand to help the visibility of the name and brand. Had they gone with "Hawks" diagonally, I'd be fine with that. But "NoDak" is a no-no when it comes to referencing the institution.

The other problem I have with this uniform is that "[t]he number appears only on the back", as reported by Brad Elliott Schlossman of the Grand Forks Herald. By having no sleeve numbers, or TV numbers as they're also called, it makes identifying players harder when they're in a scrum or simply not facing you. I have seen this on occasion, and let's just be thankful that none of the men have long hair down their backs because that would make identifying the player nearly impossible at times. This is still dumb, though, so this uniform is shaping up to be one of the worst designs in recent history.

I'm just hoping that this jersey isn't an extension of a rather stupid marketing stunt that the University of North Dakota is using on their website to promte an app. The "NoDak Nation" page asks for current UND students to buy into a membership for $25 that gives them points for attending games to use for rewards such as cheap pizza and UND merchandise. Why anyone would buy into this is beyond me, but it's not my money.

The current white uniforms worn at home by the Fighting Hawks are clean, crisp, and need no improvements outside of possibly moving the logo to the chest to improve brand awareness. Those are classic hockey uniforms that will ultimately stand the test of time because they have a good hockey sweater look to them. Having a home alternate that feels like a minor-league gimmick really does nothing to add to the brand or the legacy the Fighting Hawks have established, so I'm hoping the NoDak jerseys quietly disappear like any other gimmick.

Being that these jerseys are alternates, my hope is that North Dakota will only wear them a few times per season for as long as they may be in circulation. The last thing they should be used for are special games or promotional games, so let's leave these in the closet until St. Cloud State or Minnesota-Duluth visits in the dead of January or February. No one should be forced to stare at "NODAK" all game, and I just hope the fans know the players well enough that they don't need numbers on the sleeves to identify them.

The "NODAK" uniforms get a big "no thanks" from me.

Until next time, keep your sticks on the ice!