2026 Capitals Pride Jersey
Central Concept:
Create a collectible giveaway that incorporates Capitals branding and LGBT+ Pride design elements for the Pride Night game on Jan. 17, 2026.
Target Audience: Capitals fans in the D.C., Virginia, Maryland (DMV) area, LGBT+ community members.
Strategic Alignment: Began work in June 2025 to allow for revisions and provide enough time for apparel manufacturing prior to October 2025.
Graphic Design Solutions:
Blending classic sweater elements and fresh visuals; it is a statement that “love wins” (name plate) message. “Love Wins” was complimented by “All Caps, All Love” on pucks and player tunnels. One night only, this jersey is a collectors item that wasn’t sold in the team store.
Capitals 2023 Stadium Series Jersey: The Capitals 2023 NHL Stadium Series jersey was choen as a baseline template due to it’s large, bold logo on the torso.
Original Pride Capitals Logo Illustration: Adapted an original illustration by artist David Scheele of the Capitals secondary logo that incorporates rainbow stripes synonymous with the LGBT+ community.
Outcome & Results
Fans: Created a space for both Capitals and general hockey fans where they can come together to enjoy the holiday season outdoors through skating, marshmallow roasting, and watch parties.
Sales: Tracked through a custom link and QR codes, sales were tracked to show that approximately 700 units were sold making this giveaway the second most popular initiative of the 2025-26 season.