The Ottawa Senators have been working hard on a third jersey, designing one to reflect their heritage. They have a big unveiling set for Oct. 1, and they've been building interest in the event.
Then the Sabres Store put the jersey on its rack.
The Senators sent out a release today confirming that their new jersey was prematurely released in Buffalo. Photos had shown up on the Internet, and the Sens said the jersey was mistakenly sent by Reebok to the retailer prior to its official release.
“While we are very disappointed to have our new jersey revealed in this manner, we are pleased to see the early comments from fans are extremely positive,” said Jeff Kyle, Senators vice president of marketing. “We believe that this jersey will be a top seller in the National Hockey League this season, especially as fans learn the story behind how it was designed.
“We have spent over two years developing this uniform and one of the most interesting aspects is that we did it in conjunction with a Senators fan. We look forward to telling the story of how a fan helped us develop a uniform that incorporates elements of the early Senators teams into what we feel will become a truly iconic symbol of Senators hockey."