PFLAG Canada: Team Pride

Why are some people so afraid of a rainbow jersey? In June – during the height of Pride Month – the NHL decided to ban all cause-related jerseys after multiple players refused to wear pride-themed jerseys during warmups. Pride jerseys are more than just jerseys – they stand for acceptance and allyship. The jerseys communicated to 2SLGBTQ+ people watching NHL games in the arena or at home that they belong in hockey. In response to the NHL ban, PFLAG Canada and independent creative agency Zulu Alpha Kilo spearheaded an initiative called the “Team Pride” jersey. Stitched from uniforms across the league, this jersey serves as a symbol of inclusivity. The campaign aims to rally public support for 2SLGBTQ+ athletes and reverse the cause-related jersey ban. On July 11, 2023, the jersey was displayed outside the Hockey Hall of Fame to show support for all 2SLGBTQ+ hockey players. The organization is also encouraging the public to share the jersey on social media with the hashtag #ReverseTheBan to encourage the NHL to bring back pride jerseys. PFLAG Canada and Zulu Alpha Kilo developed this campaign along with production by Zulubot.