Dr. Timothy Dewhirst, a marketing professor in the Department of Marketing and Consumer Studies, commented on the NHL team’s new jerseys in a column for the Toronto Star.  

In the commentary, Dewhirst said the Leafs’ new “Next Gen” jerseys appear to be more of a branding strategy and that they fail to reflect the “tradition, heritage and patriotism” that the Leafs’ brand is built on, as so many other versions of their jerseys do.  

A senior research fellow in marketing and public policy, Dewhirst studies sports, arts and entertainment marketing.