LA Kings Unveil New Home and Away Jerseys
The Los Angeles Kings have officially unveiled their new home and road jerseys, reigniting a wave of nostalgia among their fan base. Announced on Wednesday, these jerseys mark a significant rebrand for the franchise, one that harks back to the glory days of the late 1980s and early 1990s.
For fans who closely followed the Stanley Cup playoffs, the new direction might not come as a surprise. During their three road games against the Edmonton Oilers, the Kings sported their alternate white sweaters featuring the iconic "chevron"-style logo. This logo, originally introduced in 1988 with the arrival of Wayne Gretzky, has made periodic appearances over the years. The angular design of the chevron logo, reminiscent of the automobile brand Chevrolet, has now officially replaced the "shield"-style logo that the team adopted in 2011-12.
Despite the success the Kings enjoyed with the shield logo, including two Stanley Cup victories, the allure of nostalgia proved too strong to ignore. "We’ve seen years of fans wearing that jersey, whether they had bought it recently through Mitchell & Ness or any of the other heritage brands, or had it back from the ’80s and ’90s when they first bought it and they still wear it," said Kings chief operating officer Kelly Cheeseman. "When you come to a Kings game, for better or for worse, you see a plethora of jerseys out there from all the different eras."
The decision to revert to the chevron logo was influenced by the fans' continued affection for the design. The Kings tested the waters with their heritage jersey in the 2019-20 season, incorporating the chevron logo with a "Forum blue" and gold scheme, which received strong reviews. "We started utilizing companies that have gone undefeated as brand partners to sell new merchandise with that inspiration in it," Cheeseman explained. "You started seeing the popularity and also new generations and new fans from different areas of the city going, ‘That’s cool if you want to be a part of it.’"
The Los Angeles Kings' latest rebrand taps into the powerful sentiment of nostalgia, reviving a beloved era in the team's history. By reintroducing the chevron-style logo, the franchise honors its past while appealing to both long-time supporters and new fans. As the Kings gear up for the 2024 season, these new jerseys symbolize a bridge between their storied history and a promising future.
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