“Jerseys are such a polarizing subject in pro sports. But, it is our most prominent brand representation in our market – it is what our players wear – so it is really important for us to get it right,” Mazzarelli said. “I am always of the mindset of design with intention. Don’t just logo slap or throw something on there. I am always like, this has to have a purpose. If it is going on the jersey, it is intentional.”
The sunshine theme is also carried through the uniform; there are sun-ray embroidery details on the sleeves and on the hem-loop label. The inside neck collar features the acronyms of the six New England states, tying in the tribute to the snowbirds.
The marquee event on Feb. 1 will mark the first time in NHL history that an outdoor game will be played in a football stadium in the state of Florida. The Bruins wanted to recognize that through their style.
“When we announced that we were going to do two outdoor games in Florida, I think people were like, ‘Wow, the league is really pushing it, and maybe they’ve lost their minds,’” Jennings said. “We’ve been kind of smiling behind the scenes and saying it really is a tribute to the growth of hockey.”
Mazzarelli, along with Mark Majewski, the Bruins’ director of creative services, know the team’s identity best, and the NHL trusted their vision throughout the process.
“What’s really important is that certainly the Boston Bruins and the Lightning – and any of our teams when we’re doing development – it is your brand and your uniform. While we have a positioning that we want to hold true for, we want your input,” Jennings said. “It really is a true collaboration.”
From the scraps lying on her office floor to seeing the players fully dressed in the Stadium Series uniform, the hard work is finally paying off for Mazzarelli. While behind the scenes, she is a primary storyteller for the organization.
“I take immense pride in that. To be honest, it is kind of a pinch yourself moment here to be kind of holding the keys to this 100-plus-year-old brand,” Mazzarelli said. “It’s something I don’t take lightly. It is incredibly important to take care of a brand with this much heritage. It is one of the things that I am most proud of, and the most exciting parts of my job.”