As Expected, The Bruins Go 'Back To The Future' With Their Rebrand
Courtesy of the Boston Bruins
OH BABY! The Bruins have FINALLY rebranded their jerseys back to the Cam Neely days with their new logo (last seen during the centennial year) and full uniforms going forward. Sounds like this has been something in the works for a while (we heard it back in the Adidas days) but with Fanatics coming on to replace Adidas it took longer than expected. This could've just been their centennial jerseys and rebranded from there but I digress, but seems like it was just a timing issue. After a god awful season last year a rebrand and a refresh is much needed.
CBC accidentally leaked the new jerseys back in May with a segment on the production of NHL jerseys. So fans have known what the jersey has looked like since then. But still, seeing the full kit is really nice.
The Bruins announced their rebrand with Michael J. Fox and a nod to 'Back To The Future' featuring an 'old' Charlie McAvoy. Fun video. Fun announcement. Not sure I'd like to see McAvoy like that ever again though.
Unfortunately looks like there is no gold socks, which is truly the only flaw of this uniform, but I really love the gold on the cuffs of the gloves. Dare I say I like the white aways more? But they're both beautiful. Another unfortunate loss is the 'Meth Bear' shoulder patch, a more family-friendly bear with 'Bruins' embroidered in the middle has taken it's place. There also is no thin collar outline like there was back in the 80's/90's, Bruins opting to go with just the solid black collar.
No Captain announcement yet, either. I imagine that'll come in training camp whether it's Pastrnak or McAvoy.
While I love this rebrand, nothing will ever top the Pooh Bear jersey for me so I hope Fanatics can one day bring it back as a Third Jersey or a full time reverse retro, or SOMETHING. (Please, if you're listening). Even if it's the RR version!!!!
Just a massive miss not to have these jerseys available immediately. Especially since we saw them in production last April!!!!! How do you not give the fans what they want right away? At least St. Louis, who rebranded yesterday, had hats and shirts available in their team store. Fanatics has a couple of shirts but that's it. Give the people what they want!!
I'm a massive fan of these and I can't wait to see them on the ice and will be immediately purchasing one for my daughter in 100 years when they're finally available. Happy Gilmore will be pleased, too.
Some other housekeeping…
- Mason Lohrei got a 2 year extension, $3.2M per year. A little steep but with the cap going up (you're gonna hear this alot), I don't mind it. He was a defensive liability and they are going to have to learn and grown from his mistakes, but his upside is high and they're gambling that he's worth it. Bridge deal is fair for both sides and it's not going to handcuff them and what they want to do this summer so no harm no foul.
- The Bruins acquired the rights to defenseman Victor Soderstrom (11th overall by the Coyotes in 2019) by sending Chicago Ryan Mast and a 2025 7th round pick, and signed him to a one-year, two-way deal the next day. He went back to the SHL last year (where he won the Börje Salming Trophy as the league's best defenseman) after allegedly not wanting to sign with Utah. He didn't sign with Chicago, who acquired his rights, and now he lands in Boston. Hopefully a fresh start with a new organization does him well. He's only appeared in 53 career NHL games (1G, 10A, 11 pts), and 170 career AHL games (16G, 66A, 82 pts). Bruins bolster their D line but he is on a two-way deal so maybe he'll see time in Providence before cracking Boston's roster this fall…
- Marco Sturm added Steve Spott to his coaching staff, coming over from Dallas. Presumably to work on the PP. He had previously been attached to the hip of Peter DeBoer (last 3 seasons in Dallas with him, 3 seasons in Vegas, 4 seasons in SJ prior to that) but with DeBoer's firing in Dallas seems like Spott opted to move on. The Bruins PP was in desperate need to be rehabbed and hopefully Spott can be the guy. Jay Leach, Chris Kelly and Bob Essensa will remain to round out the rest of the coaching staff.
- Morgan Geekie has yet to be re-signed, he's an RFA but I imagine they want to get something done sooner than later so they know how much money they're working with on July 1, Bruins have a little over $23 million to work with but need to fill out their forward depth.
- I liked the Henri Jokihariu fit in Boston, but if he's still needing a contract this late in the game maybe he's on a new team come July 1. The Bruins are thin on that right side so I wouldn't hate to see him back.
- Johnny Beecher, Marat Khusnutdinov and Jakub Lauko are RFA's who need contracts as well.
- Zdeno Chara, first ballot Hall of Famer. Congrats to Zdeno and his family. It's well, well, well, well deserved.
- NHL Draft coming up on Friday, Bruins with the 7th pick and there are whispers James Hagens may fall that far. Would be a dream pickup for them but knowing Don Sweeney who the fuck knows how off the board they will go come Friday night. If Hagens is off the board by 7, I think it'll be one of Jake O'Brien or Brady Martin who ends up in Boston. There's also a potential for Sweeney to trade the pick and move up (or even down) if he likes a player.
Busy offseason underway. Buckle up.