The New Jersey Devils organization underwent some big changes last offseason. New GM, new coach, new players, new era. With this new era has come a new identity, and it’s one that the Devils have sorely need. The next step in developing that new image is finally adding a third jersey to their wardrobe.
New Era = New Identity
Let’s face it, the Devils have not been a relevant team in the NHL since they made a surprise Stanley Cup run in 2012. But, they now have a new philosophy under Ray Shero. With Lou Lamoriello gone and Shero in charge, times are-a-changin. No longer the boring, strictly business approach, this team is finally becoming more fun to watch and playing with an edge. They’ve gotten younger and faster. They are attacking more than trapping. Sooner or later, the Devils will start winning rather than losing.
With the regime change and shift to a new mentality, the organization also lightened up on some of its team policies. Players are now allowed to grow facial hair. Mike Cammalleri can wear #13. The team is allowing more access for fans with the open practices to the public and strongly embracing social media. Even the Prudential Center has undergone a face-lift. While the win total isn’t where fans would like it to be just yet, this past season proved that at least things are headed in the right direction.
Fans of the Devils should know that the team is in the middle of a transition. Adding a new, third jersey can certainly help express that notion. It could also bring in a new wave of fans. Loyal fans will always stick around, even when you haven’t made the playoffs in four straight years. But, like any other professional sports team, they should always be trying to broaden the fan base. The organization can do a better job of capitalizing on their rising stars who personify the Devils’ new character; guys like Corey Schneider, Adam Henrique and Kyle Palmieri. As the team developments a new personality, a new jersey could definitely help bridge the gap.
Change is Good
The Devils haven’t made any uniform changes since 1992. That was 24 years ago, and that is still the only such change in team history since they moved to New Jersey. They are due for something new.
To be clear, I am definitely NOT saying that the Devils should change their logo or alter their white or red jerseys in any way. The logo is one of the best in all of sports. Not to mention, it’s brand recognition for the state of New Jersey. After all, they are “Jersey’s Team”. The red and white jerseys are perfect the way they are. Don’t fix something that isn’t broken. However, adding a third jersey could be exactly what the Devils need to solidify their new identity.
While I don’t think Devils fans are necessarily clamoring to change anything, a third jersey is a great compromise. You could rattle off about 10 teams that desperately could use a logo/uniform change in the NHL, but New Jersey does not fall into that category. A third jersey would be a way to show the passing of the torch to a new generation of both players and fans. Keep the original red and white jerseys as the foundation, but show that you are modernizing with a sweater more contemporary and unique.
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Revenue
This is honestly a no-brainer and blows my mind as to why the Devils still don’t have a third jersey to this day. It would be an instant money-maker. If I worked for the organization in marketing and sales, I’d be recommending this idea every single day. I’m not saying the Devils should only introduce a third jersey as a cash grab, that would compromise the integrity of the idea altogether. Yes, the on-ice product is what really matters, but why not open up a new source of revenue for an organization that has historically struggled to make money?
It’s a win-win situation. Introducing a third jersey will allow the Devils to embrace their new identity AND generate revenue at the same time. Pretty simple. Fans are certainly not obligated to go out and buy the new jersey, but I bet most of them will. We have all already seen many fans wearing some version of an aftermarket black or gray jersey at home games. Why is it that I can buy one of these jerseys in China, but not here in New Jersey? GIVE THE PEOPLE WHAT THEY WANT. Take my money already.
They essentially already have one
The Devils already do wear the throwback green, red and white jerseys twice a year. But, it’s just that: a throwback. Let’s not get it confused. Wearing the old-school green essentially allows the Devils to have their cake AND eat it.
Here’s the kicker. If you follow the Devils close enough, you know that they absolutely STINK when they wear the throwback jerseys. It’s like they actually time travel back to the 80’s and play like the then-awful Devils. Let’s just ignore the Winter Classic game against the Rangers at Yankee Stadium two years ago too. That should be reason enough to get a third jersey.
I am a big fan of the throwbacks and own one myself. They are fan favorites because the team wears them rarely enough that it is a special occasion when they do. It should be kept that way, leave it as a novelty. Wear them two or three times a year, but don’t cheat the fans and call it a third jersey.
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My Suggestion
If it were up to me, I would add either a black or dark gray third jersey. I’ve seen these black ones worn by fans at games, as well these gray ones that were in fact sold at Prudential Center and on the Devils team website this year. As of right now, they have mysteriously vanished from the internet. Anyways, a some variation of those would be really cool.
The question is, would the Devils come up with a new logo for the third jersey, or keep the original one as displayed in the two examples above? Again, it’s one of the sharpest logos in sports that holds brand recognition, so I would have no problem with them keeping it and going with a black or gray sweater. If they did introduce a new logo just for the third jersey, I would be intrigued as well. I have seen enough “concept” jerseys out there that I am really open to anything, as long as it doesn’t ruin tradition.
What’s the worst case scenario? People don’t like them? Then get rid of them after a year. It’s OK to try new things. We can’t do any worse than the Islanders, right?
The Devils need a third jersey. It’s time for a change. Keep tradition, but show us a new identity. What do you think, Devils fans?