Sabres Jerseys Dominate Hockey Market
Since the Sabres unveiled their new logo this year, there has been an endless flood of complaints, witticisms and overall bad vibes surrounding the modern take on our great mascot. Our June post leaking the new design received hundreds of comments, overwhelmingly negative, from angry Buffalonians and Sabres fans across the country.
But for all the apparent disdain surrounding the jerseys, they've managed to become one of the hottest selling items in the league. They were the top-selling item last week on the NHL website, and they're nearly selling out our own Sabres store in HSBC Arena before they can hit the shelves.
,AeuWe get a couple hundred orders a day. When the shipment comes in we have to hold the jerseys in the back and only put 5 or 6 out on the shelf,,Aeu said Maia Re, a Sabres Store employee. ,AeuPeople will say they don't like them, but they're still buying them up.,Aeu
Maybe it's because of the team's playoff run last season that rallied the entire community around a winning team for the first time in recent history. Or maybe it's because, since the season started, the boys back in blue have won six straight and don't seem to be slowing down any time soon.
For whatever reason, people can't get enough of these new jerseys. The masses may complain, but they're the same people bypassing both the red-and-white and the throwback jerseys, both available in the store.
But regardless of the style you choose, the fact remains that Buffalo's streets are becoming flooding with Sabres gear.
Over the past month, Sabres merchandise is up nearly 900 percent from last year and has accounted for 10 percent of all product sales on the NHL.com. The Sabres store has to close its doors immediately before and after games just to deal with the massive crowds that have been routinely selling out the arena.
And the more tallies they notch in the win column, the more you'll have to get used to the new logo in your life.

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Scott E. Krajeski
Great for the hometown vibe. Go Sabz!
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Jonathan H
You know thats not how the jerseys look right?
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ex-wife
I like the throwback uniforms. I think they look cool and intimdating in a very 'Slapshot' kind of way.
I bet the BR bosses agree with me.
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ex-wife
What jerseys are you speaking of? There are a few. Home, away, retro, etc.
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Jonathan H
The one in the picture
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stephenjames716
I attribute the new jersey sales to all the new fans that the sabres have since the end of last years playoff run. Since most of these "fans" have only been with the team a year, they don't know the difference between this jersey, and the retro. There is no sense of nostalgia, so the new uniform is as good as any.
I didn't like the new logo when it was announced, and I still don't, but I'll deal with it. The logo is not that important, just the results the team displays on the ice. It's nice to see the blue and gold color back. Lets just be thankful that we still have a team in Buffalo!
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Apoloo
The propaganda of late over the ,Aeubrisk,Aeu sales of the new jerseys is misguided and by no means a vindication of the new logo. First, since when is being the biggest seller on nhl.com such a significant accomplishment, especially considering no other team debuted new jerseys this year.
The NHL is by far, the most regionalized major sport in the country. Check out national TV ratings or press coverage outside of the 24 U.S. cities with teams. NHL sales come almost exclusively from diehard fans, unlike the NFL, NBA, and MLB who sell significant amounts of merchandise because it is ,Aeucool.,Aeu Remember those kids in middle or high school wearing Raiders jerseys who couldn,Aeot name more than one or two guys on the team? To my knowledge alone, the Sabres,Aeo new logo has been repeatedly ridiculed on ESPN, TSN, and several Canadian newspapers (in addition to thousands of WNYers).
The people who buy jerseys are in the vast minority of the Sabres fan base. In order to stay current they purchased the new jersey. I am willing to bet almost all of them would have purchased a new jersey no matter what the logo was. The Sabres,Aeo preseason expectations and hot start have undoubtedly accelerated sales, but that has little to do with the logo. Fans want to be a part of success. The fact the Bills sell far less merchandise today than they did in the late eighties and early nineties is a direct correlation to their lack of success.
I think the Sabres are putting their best team on the ice in my lifetime and I expect big things this year. I always look forward to attending both games they play here in Lightning country. However I resent the false notion those of us who opposed the new logo (developed with no public input) are ,Aeubeing proved wrong,Aeu because the Sabres have enjoyed good merchandise sales.
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Buffalo Rox
I agree with Apoloo.
Anna, while regurgitating the Sabres PR you missed an important fact. You can't buy the original jersey on nhl.com. Why not? Are the Sabres afraid that it would outsell the slug? Is the original jersey even available at the Sabres Store at HSBC? The original logo will be around along time after sluggo is retired.
BR
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MJWorthington
1) The sweater shown above is a photoshop someone made after the logo was originally released. It is not the acutal road sweater, only the crest is correct.
2) I submit it needs a Sabre in the crest: http://www.flickr.com/photos/underneatheverything/261501817/
3) I do want to buy it to suport my team. But I have fought it so far. To subit such crap on us is insulting. At least the retro is avaialble. When I was a child what initially endeared me to the Sabres was these men skating around proudly dislplaying the team and City in logo form on thier sweaters. It was the coolest thing I ever saw, and still is. We didn't have to go fully retro, but at least put the friggin Sabre in the main crest with the Buffalo. As we find in our great architecture, there is something to be said for tradition.
Quinn has said it was difficult to update the original logos perfection, it didn;t mean we needed this skid mark....
4) We are one of two teams to overhaul our jersey's this year, we should e near the top for just that. Imagine how well it would be selling if the crest looked cool.
5) As always: Lets go Buf-fa-lo!
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ole sniffy fingers
I hate all the sabres uniforms....the solid blue retro ones are worse than the new ones...but all this talk about how pretty the sweaters are is for a bunch of girls. End it please!!!!!!! can't we talk about something original and refreshing...what about the storm we just had?...oh no!
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ole sniffy fingers
I hate all the sabres uniforms....the solid blue retro ones are worse than the new ones...but all this talk about how pretty the sweaters are is for a bunch of girls. End it please!!!!!!! can't we talk about something original and refreshing...what about the storm we just had?...oh no!
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BFLORome
Tell Larry Quinn to stick that new logo and the 'consultants' they hired to develop the same where the sun don't shine! It sucks.
Could the team look any better and/or fire up the home town crowd more than they did last night in the classic Sabre blue and gold?
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Steve
The Ducks debuted new unis this season too.
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Mick Jagger
the new logo is sweet...who cares if it doesn't look like the blonde billy goat in the dark.
there is so much power with the team, the fans and the community.
Buffalo has a team that healed from last year and pending the teams ability to continue its' current trent....lol
buy more Sabres stuff!!!
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PK
Apoloo, the Anaheim Ducks have a new logo and new sweaters this year. I don't know how well those new duds are selling.
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PK
Apoloo, the Ducks also have a new logo and sweaters. i don't know how those are selling.
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jim kupczyk
The logo sucks- the only reason it is selling is because of the success of the team and it's novelty. The design company is based in NYC [from what I understand] and doesn't have a feel of what Buffalo is all about. This logo reminds me of the "we're talking proud" campaign of yrs ago. In addition, the team dresses in the "throw-back" jerseys from time to time [my fav] which shows the orgs indecisiveness [i think the old logo is on the current helmet as well?]......a Sabre is a sword---not an evil goat-lookin cumulus cloud thingy......all i can say is...YUK
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Deuce
The Barneywig logo must die!!!!!!!
Propaganda! Buffalonians can only take solace in their never-gone-anywhere sports teams. Just like the popularity of "support our troops" decals on SUVs, the new Barneywigs Jersey sales are being supported by the bottomless bucket of local dumbasses. Just as the crappy-forever Bills can keep selling tickets, and GM can keep selling crappy cars in the area. Buffalonians have no problem supporting crap so long as it's local. The vintage jersey is crap as well. Nobody likes that ugly away uniform, now they have the darker blue of ther new uniform on pants and helmet mixed with brighter blue of that old ugly uniform. Cheapos! The old home uniform was tolerable, the all-blue away is just ugly. These nutjob fans would by a jersey with seator Clinton's face on it. They just don't care. In the end they'll be stuck with an ugly jersey and another "almost made it" season Buffalo is full of suckas!
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MJS
I don't understand all the hoopla over jersey design. this is a sport. they are 8 and 0.
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mj worthington
The reasons the "blues" don't match the retros is:
1) It was a last minute decision to try to reverse all the negativity over the new logo leak back in the eary summer, which didn't leave time to update the retro into a new alternate sweater.
2) Teams are required to keep the same helmets and shorts, only allowed to switch Sweaters when using the alternates.
3) The color will suposedly switch in two years to match our current Blue.
It has nothing to do with "cheapo"
And of coarse it is the teams performance that matters most. But does not mean that we can't look god doing it. Like cars, clothing, furniture etc, both function and form are nice to have.
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MARK
I know that this team logo has nothing to do with talent. On the other hand this logo is a insult to the city that loves hockey and does not represent the city properly. Buffalo is trying to get a new image and rebuild its reputation using its great architecture, music and arts.
I would think that some design with much more thought and creativity to help support its rebuilding to represent who buffalonians really are.
It seems to me that these uniforms were designed purley on a money saving get wealthy on the middle class mentality. And I can assure you that the price of these CHEAP QUALITY fan wear items are still the same or higher price as last years jersey.
NO WONDER GOLISANO IS A BILLIONARE !!!!!!!!!!!!!!!!!!!!!!!
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dave robertson
I just cannot imangine what they were thinking about when when this design was accepted. I have not spoke to one single person likes it, not one, that has anything but distain for it.
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Blue
Well, let me be the voice from the other side of the room. I think the new Sabres jersey's are awesome, and I think a lot of people have missed the point. 11 years ago when we gained a new arena and lost our classic blue and gold, the same exact arguments were made. Granted the Buffalo head is a lot cooler than the "slug" as everyone's calling it, but none the less it was a very hard sell at first. And the echos of those who wanted a return to the blue and gold were still heard up through last season -- talk to anyone in the 300 level wearing the original jersey and you'll get, "Man, if they would only go back to the real colors."
So lets not overlook that we sort of got what we wanted, and what could be better than a complete retro 3rd jersey? The real problem here was the "leaked" jersey that got everyone so upset back in early summer. It was boring, and the only thing to look at was the "slug." The jersey's that were unveiled on that landmark Saturday practice were a LOT different than what we were expecting, enough for me to eventually change my mind as well. For those who say that nobody likes them, that is completely ridiculous. I wore my new navy-blue Sabres shirt with the big logo splashed across the front to Wegmans this weekend, and I actually had three people ask me where I got it. (Dick's sporting goods by the way)
Argue as you will, but I have been a Sabres fan since I was a little kid and I'm not jumping on any bandwagons. I still remember when the Whalers were an arch rival, and when Darren Puppa was a superhero. Take this new look as the shot in the arm that it is, and keep in mind that when Briere lifts that cup over his head, it will be a pretty darned good day to be a "slug."
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Tim O
With all due respect to "Blue", I think that management realized their mistake between the leak and the reveal. We are told that the alternate uniforms are royal blue because RBK did not have time to create a navy blue version. I have ordered custom designed jerseys, and the turnaround is days or weeks, not months. This would mean (logically and logistically) that the alternate jersey was "last minute", or RBK could have put together a few hundred for the reveal.
The city of Buffalo and WNY is not what it used to be. There are 38,000 fewer residents in Erie County compared to 15 years ago (source: U.S. Census). People need positives, and the Sabres are one of the best sports teams on the continent. How can anyone be surprised if the good people of WNY want to jump on a bandwagon. I suggest that this, not the jersey design, is the reason for that three people asked about the shirt.
It will be interesting so see what happens when (if?) the alternate jerseys go on sale. For now, people vote with their dollars. Check the price of jerseys on eBay where people not give opinions, they lay out hard-earned money. Throwback "Blue and Gold" jerseys get higher bids than new jerseys.
Michael Gilbert is the Sabres' PR director. In a recent Buffalo News article, he said (quoting from the article by Michael Provenzano) "But now that they've seen it all together with the words underneath it, we've gotten almost no negative feedback." The same article said "The Sabres Store at HSBC Arena opened its doors at 9 a.m., to people waiting in line to buy hundreds of dollars worth of merchandise."
This is funny, since the jerseys are $159, that would mean that very little was sold, or it would be "thousands" or "tens of thousands"
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