Sweden Stands Firm, Stays Traditional with New Olympic Hockey Jersey

Written By:  •  Friday, October 25, 2013

Sweden Olympic Hockey Jerseys 2014 Nike

Nike tried to do their Nike thing but Sweden wasn’t having any part of it as the Swedish Ice Hockey Association unveiled their new team uniforms for the upcoming 2014 Winter Olympics in Sochi earlier today.

Yes, like every other country to participate in the Olympic hockey tournament, Sweden’s uniforms were designed by Nike; unlike every other country Sweden made it quite clear they didn’t want to mess around with their design.

Sweden Hockey Jersey 2014

Sweden’s 2014 Olympic Hockey Jersey is very similar to past designs

According to an article in the Swedish publication Aftonbladet, Nike tried to get Team Sweden to change things up a bit:

“Of course we wanted to retain the three crowns. Pressure from Nike was that they wanted to change a lot, but we were not as complaisant. We wanted to keep it traditional.” – Tomas Bjernudd, Head of Marketing at Swedish Ice Hockey Association

While Sweden got their way by keeping their traditional “Tre Kronor” logo on the chest and traditional-style jersey striping (around the waist at least), Nike did get a few of their 2014 trademark items on there. That ridiculous faux-sublimated lacing is back, right under the collar, and a viking ship is sublimated on the shoulders.

Also, for some reason, they’ve omitted the striping on the sleeves… there’s no reason given for this, of course. Fits in with Nike’s apparent design philosophy of “has it been done like this yet? No? Okay, do it”

Sweden Hockey Jersey 2014 Olympics Nike Viking Ship

A viking ship design is sublimated onto the shoulders, the fake lacing is also under the collar

Sweden Hockey Jersey 2014 Olympics Sleeve

One sleeve of the jersey features the Swedish Olympic logo as a patch

Sweden has been one of the few hockey teams to keep the same basic look throughout the entire Nike era of the Olympic games, making only minor changes such as collar style (2006, 2010), number placement (2010), or adding an outline to their chest logo (2010).

See for yourself here:

Sweden Olympic Hockey Jerseys 1998-2010

The Swedish Olympic hockey jersey during the Nike era, 1998-2010

While not shown, as with past Olympic tournaments Sweden will also have a blue version of this uniform. The design is identical, just the blues and yellows are swapped.

Fan reaction has been fairly positive so far, a poll on the Aftonbladet website shows 34% of respondents give it a 5 out of 5, with 74% ranking it 3 stars or higher. Good luck finding similar high marks on the other Nike Olympic hockey jerseys released so far.

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Chris Creamer

Chris Creamer is the founder of SportsLogos.Net and has been maintaining it since June 1997. You can follow him on Twitter at @sportslogosnet or contact him via email at ccreamer@sportslogos.net

  • Brad

    Nike is the devil.

    • PriitJK

      Agreed.

    • Jack

      plain and true*

    • Big McLargehuge

      Truer words have rarely been spoken.

  • 1434

    “Also, for some reason, they’ve omitted the striping on the sleeves… there’s no reason given for this, of course. Fits in with Nike’s apparent design philosophy of ‘has it been done like this yet? No? Okay, do it’” That really sums it up about as perfectly as it can be. Sleeve stripes are cool. F nike in the A.

  • Mike

    Looks like the Swedes to me. Should be a great tournament.

  • Koozee Kingdom

    The sublimated ship seems kind of silly. The top of this sweater seems very plain to me.

  • http://ozloya.com oz loya

    ..bold move by the Swedish, every big companies like Nike should respect the requirements of the client, not just go “templetey” on every design.

  • Ty Thaxton

    I don’t see anything wrong with them holding firm. There’s a reason they haven’t changed, and that’s because they look great! The faux laces I don’t care for, but the Viking ship is awesome!

  • Matt Marczel

    Good for Team Sweden, they pushed back and prevented Nike from totally @%&#ing up their jerseys like the others. Still, Nike had to be a dick, and left the sleeve stripes off the jersey, which make the jersey look more bland. I hate Nike for turning perfectly nice looking jerseys into crap for the Sochi Olympics.

  • Matt Marczel

    Also, I can’t describe in words how much I hate the faux lace thing. Just looks pretty stupid and ugly IMO.

  • SouthstanderRSM

    Way to go Sweeden!

  • Jack

    1.My 1/8 of Swedish heritage is very happy right now
    2.Although they should have left stripes on.
    3.The Viking Ship is cool but too invisible.
    4. The “Laces” on the jersey are hard to spot.
    5. Sweden showed Nike who’s boss

  • http://theotherguy92.wordpress.com Jack

    Good for Sweden. These uniforms have always looked great; no need to change a bunch of things for no reason.

  • Jörgen

    The Viking Ship is actually their Ice Hockey Federation’s logo.

  • Jed

    Nike should be barred from ever creating jerseys for any professional organization, as they’ll find a way to totally screw it up bigtime. What idiots!

  • 54321

    I saw the Canada jerseys in store yesterday (HHOF store downtown) & they actually look much better in person.

  • Graysmith

    Really wish they’d kept the stripes on the sleeves too, they just look too plain without any kind of detail at all.

    Would’ve been really interesting to see the ideas they rejected, apparently they didn’t like them at all, haha.

    • Jack

      That would have been funny to see… And Terrible at the same time…

  • ingmar66

    Wish the other countries would have said no to the Nike sales people acting as “designers”, just like the Swedes did. But Nike punished the Tre Kronor for their rightful conservatism by abandoning the sacred sleeve stripes. This is what happens when you say no. One simply does not refuse any horrible suggestions made by the brainwashed killer zombies from the cursed woods of Beaverton!

  • sparky chewbarky

    Actually, it seems to me, that the Swedes caved as much as anyone.
    They kept their Tre Kronar and colours, but they lost their sleeve stripes (why???) and their contrasting collar.
    They got the same silly, shiny crap, and the fake laces that everyone else got.
    Like Graysmith said…If the Swedes said “nej” to much, it’d be real interesting to see what Nike was trying to float up their fjords.

  • Kolltrane

    Is it just me or do these seem unfinished?

  • Bill

    Nike should be banned from deisigning anything other than shoes and stupid slogans for t-shirts. Their incompetence is designing anything else is obvious at first glance.

    • Bill

      “Incompetence at designing”, I mean.

  • Mitchell

    Those fake laces are the worst… I’m going to try to find some pants with a fake zipper.

  • Eric

    Good for the Swedes. More and more Nike has gone from a favorite to a company that makes me sick. It is all about them, not the client, the team or tradition. At least this is easy to identify as the Swedish hockey team. The USA jersey looks like some minor league all star jersey.