Introducing... Colours?

With training camps set to open tomorrow for the six PWHL teams, it seems like there are still a ton of loose ends when it comes to the information people should have about the PWHL. We know there are players heading to six camps that will be held in six cities, and I'm pretty certain that the CBA has guaranteed that players will be paid a livable wage to play hockey. I know there are coaches and general managers taking care of business both on and off the ice, there are job posting that need to be filled, and there are fans across North America anxiously waiting to get their hands on some incredible merchandise as the first games of this new league gets closer each day.

One of the most important things that a team can have when establishing itself is a brand which includes both colours and logos. The logo is key because that's the graphical representation of the team for which players play, but an effective colour scheme works to help sell merchandise - think of the San Jose Sharks or the Vegas Golden Knights with their introductions. In saying that, the PWHL introduced players in uniform today, so what did the introduction of these players look like when it comes to jerseys, logos, and colours?

Here is what will be worn in Year One of the PWHL.

Maybe I was confused when the instructions were handed out for this assignment, but aren't these uniforms supposed to catch my eye? There's nothing that makes you stop and examine any of these uniforms. Where are the contrasting colours? Why is everything so dark? Where are the unique colour combos?

Look, it's one thing to build good teams with household names that will win. Winning always helps to sell a brand in sports, so that should be the top priority for PWHL GMs: win early and win often. Teams that win often usually sell more merchandise, but today's merchandise is as much about winning as it is about fashion. Having the latest gear is something some hockey fans take pride in, and it certainly paid off in 2021 for the Kraken who set NHL jersey sales records "for a newly released jersey in its first five days of availability" in 2021.

This isn't some new trend either. In 2018 and 2019, the Vegas Golden Knights "sold the most jerseys in the NHL according to CMO Brian Killingsworth" as reported by Sin Bin Vegas. In 1991, the San Jose Sharks led "the entire 22-team league in merchandising by a wide margin" as per the Chicago Tribune. In 2001, the Minnesota Wild were "the league's best-selling team jersey and ranks second in merchandise sales" as per Sports Illustrated. Need I keep going to prove this point about the importance of being catchy when new?

To be fair, though, each of those NHL teams had names that had been revealed prior to their jerseys unveilings. Building a logo and a colour scheme once you have a name is a lot easier than forging ahead without names, and I realize that the PWHL teams need to have jerseys ready for preseason games and photo opportunities.

However, the six names that were proposed - Boston Wicked, Minnesota Superior, Montreal Echo, New York Sound, and Toronto Torch - were hated by a vast majority of hockey fans who were expecting names that reflected the cities and regions in which these teams will play as the cornerstone franchises for the PWHL. As a result, therein lies the problem: no names means no identities.

With the uniform reveals today, we're seeing the bigger picture of this "fly by the seat of your pants" approach that the PWHL has taken. Rushing to get this league on the ice has led to teams with no identities, uniforms that feel cookie-cutter at best, and an impression that people might be scrambling behind the scenes to hit the finish line. If this was supposed to be the professional one-league alternative, I'm happy the players are being well-compensated, but the appearances from the outside leave a lot to be desired.

If the goal is to eventually sell these six franchises to individual owners, not branding them with a name might be a wise move, but that should have been revealed long before this process started. As we know, Stan Kasten has maintained that the PWHL will control all the teams in Year One, but they would explore selling franchises to owners in the years following the inaugural season. If this is indeed the plan, having these generic jerseys without names or logos would allow those franchise owners to brand them as they like. Again, IF this is the goal, it may be a savvy business move.

Right now, though, there's little to be excited about other than who may be playing for each of the teams. Names like Marie-Philip Poulin, Hilary Knight, Natalie Spooner, Abby Roque, Sarah Nurse, and Brianne Jenner are the stars whio will try and put butts in seats for each of the franchises in Year One, but they'd get some help if the teams had snazzy logos and great colour schemes to attract casual fans to come and see these new teams play.

I guess we'll wait to see what Year Two brings.

Until next time, keep your sticks on the ice!