TORONTO — In a celebration of Canada's enduring love affair with hockey, Rogers Communications has unveiled The Great Canadian Jersey, a nationwide initiative inviting everyday fans to contribute their worn-out jerseys to craft one-of-a-kind patchwork garments that will be worn by the country's top players. Launched on Monday morning, January 5, 2026, the project is the latest chapter in Rogers' This Is Our Game campaign, aimed at honoring the sport's cultural significance across the nation.
The concept is simple yet profoundly symbolic: Canadians from all walks of life are encouraged to donate their old hockey jerseys — whether from childhood leagues, recreational adult play, or even retired professional gear — to be disassembled and reassembled into unique designs. These special jerseys will represent the diverse tapestry of hockey's role in Canadian identity, stitched together by former Ontario Hockey League player and fashion designer Cameron Lizotte. According to a Rogers press release, the finished pieces "will be worn by Canada’s top hockey players as a symbol of our national pride in the game."
Kicking off the drive with personal flair, Edmonton Oilers captain Connor McDavid and Montreal Victoire captain Marie Philip-Poulin each donated jerseys from their own collections on Monday. McDavid, widely regarded as one of the NHL's premier talents with three Hart Trophy wins under his belt, and Poulin, a three-time Olympic gold medalist and cornerstone of women's hockey, lent star power to the effort. Their contributions underscore the initiative's message that hockey history belongs to everyone, not just the elites.
"Whether it’s a child’s first minor-league team, a beer-league favourite or a retired NHL jersey, Canadians are invited to share their piece of history to be a part of history," said Terrie Tweddle, Chief Brand and Communications Officer at Rogers, in the company's announcement. Tweddle emphasized the project's roots in the nation's psyche: "With hockey’s deep roots in our culture, we are incredibly proud to launch this project as a way for Canadians to show their pride for our team and our game."
Donations are being accepted from January 5 through January 15, 2026, at participating Rogers stores across the country. For those unable to visit in person, mail-in options are available through details provided on the campaign's dedicated website, Rogers.com/TheGreatCanadianJersey. The site also lists exact locations for drop-offs, ensuring accessibility from urban centers like Toronto and Vancouver to smaller communities in the Prairies and Atlantic provinces.
This isn't just about recycling fabric; it's a nod to hockey's foundational place in Canadian society. The sport has long been more than a game here — it's a rite of passage, a community binder, and a source of national unity. From the frozen ponds of rural Quebec to the sold-out arenas of the NHL's Original Six cities, hockey jerseys carry stories of triumphs, defeats, and the sheer joy of the ice. Rogers, as the presenting sponsor of Hockey Canada and the NHL's broadcast partner in Canada, positions this initiative as a bridge between grassroots passion and professional spectacle.
Lizotte, the designer behind the patchwork creations, brings a unique perspective to the project. Having played in the OHL for teams like the Sudbury Wolves before pivoting to fashion, he specializes in blending athletic heritage with contemporary style. His work has appeared in collaborations with sports brands, and for this endeavor, he'll draw from the donated materials to evoke Canada's hockey mosaic — think faded team logos from the 1980s alongside vibrant youth league patches from today.
Participating donors aren't left empty-handed. Every jersey contributed enters the giver into a draw for the Ultimate VIP Hockey Road Trip, a prize package that includes tickets to any away game of a Canadian NHL team during the 2025-26 regular season, complete with travel accommodations and premium seating. Rogers described the giveaway as an additional incentive to "score" by getting involved, potentially turning a simple donation into an unforgettable fan experience.
The final jerseys are slated for reveal later this month, with plans to feature them prominently in a national advertising campaign. This rollout will likely span TV, digital platforms, and Rogers' own media outlets, including CityNews, of which the company is the parent. The timing aligns with the NHL's post-holiday momentum and the buildup to international events like the IIHF World Championship, amplifying the project's reach.
While the initiative has been met with enthusiasm in initial reports, it also highlights ongoing conversations about inclusivity in hockey. Women's stars like Poulin's involvement signals progress in a sport historically dominated by men, especially as Canada grapples with efforts to grow female participation amid challenges like cost and access. Rogers' campaign, by design, aims to encompass all levels, from elite to amateur, fostering a sense of shared ownership.
Background on Rogers' This Is Our Game series provides further context. Previous installments have included youth development programs and accessibility initiatives, such as subsidized equipment for underprivileged communities. This jersey project builds on that foundation, transforming personal memorabilia into collective artifacts that could grace the backs of players at events like the Spengler Cup or even future Olympics.
From a logistical standpoint, Rogers anticipates a surge in donations given the short window and the emotional pull of the cause. Store managers in major cities reported early interest on Monday, with some locations setting up dedicated collection bins near entrances. The company has partnered with recycling experts to ensure any unusable portions of jerseys are handled sustainably, aligning with broader corporate goals on environmental responsibility.
Critics might note the promotional angle — after all, Rogers stands to gain brand visibility through the campaign. However, supporters argue that such corporate-backed efforts are vital for sustaining hockey's infrastructure in an era of rising costs and competing youth sports. Tweddle's comments frame it as a genuine tribute rather than mere marketing, inviting participation without obligation.
Looking ahead, the impact of The Great Canadian Jersey could extend beyond the immediate hype. By preserving fragments of personal histories in jerseys worn by icons like McDavid and Poulin, the project immortalizes the fan's role in the sport's evolution. As Canada continues to dominate on international ice — evidenced by recent gold medals in both men's and women's world juniors — initiatives like this reinforce why hockey remains the country's unofficial religion.
In the end, this drive offers a tangible way for Canadians to weave themselves into the fabric of their favorite pastime. Whether your jersey saw action in a local rink or hung forgotten in a closet, it now has the chance to hit the big stage. For more details or to participate, head to Rogers.com/TheGreatCanadianJersey before the January 15 deadline.