Hockey

CALGARY - Leave it to the most controversial jersey in Canadian hockey history to yet again stir the pot. Call it the sweater that keeps on giving.

Monday's unveiling of Canada's hockey jersey for the 2010 Vancouver Winter Olympics was supposed to mark the end of a sorry saga that included logo disputes, political gamesmanship and several redesigns. But even as the jerseys were being displayed in sporting goods outlets across the country, opinions varied - and strongly - on how the new sweaters looked and whether they should come with a $135 price tag.

According to a news release issued Tuesday on behalf of the official clothing supplier for the Vancouver Olympics, "Team Canada jerseys ... are flying off the shelves at [Hudson's] Bay stores in Vancouver, Edmonton, Calgary, Toronto and Montreal."

That clashed with a globeandmail.com poll that asked Canadians if they'd spend $135 for the new Team Canada shirt. Roughly 700 people said they would; more than 11,000 said they wouldn't. The dissenters explained why.

"We're in a depression, folks!" wrote one. "Who, in one's right mind, cares about [an] Olympics we can't even afford and jerseys we don't even need?"

"It's obvious," penned another reader. "It's dull. It's unexciting. It's unremarkable. ... It appeals to no one in particular."

If that wasn't enough, an editorial in the Toronto Sun chastised the jersey's look for being "too native." The new logo features a Maple Leaf minus Hockey Canada's trademark silhouetted hockey player. Instead, the new Maple Leaf is filled with images of gold medals won by Canada's men's, women's and sledge hockey teams, a thunderbird, an eagle, First Nations symbols, a fleur-de-lis and other animals and items.

At a quick glance, the jersey bears a strong resemblance to the one banned by the International Olympic Committee, which last year cracked down on sports federation logos being worn at Olympic Games.

That resulted in a spat between Hockey Canada and the Canadian Olympic Committee, with Hockey Canada wondering why it couldn't use the jersey it had been allowed to wear at the 1998, 2002 and 2006 Games.

The Olympic jersey's familiar appearance is another reason why some Canadians have given it a sour review.
"People were waiting to see it after all the hype, and it's pretty similar to the last one," said Glenn Eberth, a Jersey City employee in Calgary. "Sales probably won't be great right now, but I do expect them to go tenfold for Christmas."

Industry experts are in agreement that the Olympic jersey will kick into favour come the start of the NHL season, the 2010 world junior tournament set for Saskatchewan, and once the final countdown to Vancouver commences.

Given their indicators, Hockey Canada officials are confident they can reach, or better, the 120,000 jerseys sold for the 2002 Salt Lake Olympics.

"We have over 2,000 retailers who will make the jersey available for sales," said Scott Smith, Hockey Canada's senior executive. "The number of jerseys ordered by the retail outlets is as large as we've ever seen and that includes 2002. Plus, the feedback from the Nike people is that they're very pleased to the point of preparing for reorders against the initial orders.

"We think we'll have a good year in jersey sales."
Thomas Quinn, president and chief operating officer of Forzani Group Ltd., explained that Nike has released just two pricings for the Olympic jersey - $134.95 for a replica with a Hockey Canada logo on the left sleeve and $399.95 for an authentic model, which will be available in October. That is expected to change in the months ahead.

"Normally, there's a launch and then another model, a takedown [less-expensive] version, comes after that," Quinn said. "Every time Hockey Canada has put out a jersey it has always sold. Ten years ago, when prices went up, people went, ‘Holy smokes.' Then, they bought it."

Asked if these difficult economic times could hinder sales, Quinn answered: "No, not necessarily. Our licenses are still performing quite well."

"The price isn't going to hurt those who know that $130 is about right," Eberth said. "I think those [saying no way] are the ones not willing to spend that much on any jersey."

If publicity of any sort is good for sales then the 2010 Olympic jersey is off to a fine start. Its ability to generate differing viewpoints is beyond question and, according to Smith, that speaks to something deeper.

"When it comes to hockey and Hockey Canada," he said, "the best part is, people care."