Although the image of a stoic Jonathan Toews wearing a red Canada sweater has been circling around the internet for several weeks now, that didn’t stop Hockey Canada and Nike from “officially” unveiling the country’s 2014 Olympic hockey jerseys. In my opinion this jersey looks nothing like the Hockey Canada brand and very much like the HBC branded Canadian Olympic clothing line that appears across the country in The Bay stores.

PHOTO CREDIT - HockeyCanada.ca

Toronto - October 8, 2013 - Although the image of a stoic Jonathan Toews wearing a red Canada sweater has been circling around the internet for several weeks now, that didn’t stop Hockey Canada and Nike from “officially” unveiling the country’s 2014 Olympic hockey jerseys.

The apparent “leaks” on the internet unfortunately turned out to be legitimate. In Sochi, Russia Team Canada will wear red and white sweaters. Both have a broad stripe across the chest of the jersey. That broad stripe continues…on only the left arm! The stripe does not continue to the back of the jersey, only the front. A gold trimmed Canadian maple leaf will stand in place on Hockey Canada’s current insignia (as per Olympic rules).

That should be a simple enough description. However, Nike has introduced many bells and whistles, which they must inform you about in an attempt to justify the price they will want you to pay to wear a replica of your country’s sweater ($140). A faux lace-up collar will appear on all Olympic hockey jerseys this time around. Of course Nike’s fancy name for that is “Flywire reinforced neck”. Other features Nike wants you to know about; “lightweight and breathable material”, “zoned ventilation and articulated sleeves”, and “minimal seams”.

Up to this point I have completely over-looked the black alternate jersey. I guess the colour makes sense with all the black that is featured on our country’s flag! CANADA is written across the gold trimmed chest stripe. Again, that stripe only appears on the left arm, leaving the right arm empty. In my opinion this jersey looks nothing like the Hockey Canada brand and very much like the HBC branded Canadian Olympic clothing line that appears across the country in The Bay stores.

Canada isn’t the only nation getting a new look. Every team participating in the 2014 Sochi Olympic hockey tournaments will have at least two new sweaters designed and manufactured by Nike. Those nations will need to embrace their new looks as they will wear them for all future IIHF events until the next re-branding. That will come just prior to the 2018 Winter Olympics.

These Canadian (and all Olympic hockey jerseys) will be polarizing, to say the least. Traditionalists like me will lament the asymmetrical design. While others may applaud Nike’s efforts of thinking outside the box and trying to create something we’ve never seen before. Traditionalists will say, “if it isn’t broke, don’t fix it”. While fans of the designs will rejoice that we aren’t seeing the same old boring hockey jersey templates. Regardless of what side of that fence you stand on, Hockey Canada and Nike will be thrilled. They’ll be thrilled at all of the attention directed towards the two brands.

You likely have guessed by now that I don’t like these jerseys. I find it to be a slap in the face to the country that created this great game. The Canadian players will look nothing like what a hockey player should look like when our game is showcased on the grandest world stage. But it’s just a jersey right? Not to me.

My rating: 4/10