Last week marked the demise of the Arizona Coyotes, after a tumultuous 28 years in the desert. But if history’s proven anything, we certainly haven’t seen the last of Kachina sweaters in hockey arenas… regardless of whether or not hockey returns to Arizona.

Swirling, red-and blue cursive M’s. Green whale tails. Red igloos. These images are staples of sports, yet their devoted teams haven’t existed for decades. Here’s how they’ve stood the test of time, and why the Yotes could be next.

H/t Hockey Feed

Identity

Before UConn basketball was a powerhouse, Connecticut had no sports to separate itself from New York or Boston. Then came the Hartford Whalers. “They weren't just NHL players that you would see on TV, they were your neighbors,” says Mark Anderson, President of the Hartford Whalers Booster Club. “You'd see them at the local grocery store, or at the cleaners, or at the local restaurant or bar. They were one of us.”

Those crisp, vibrant colors, their quirky goal song, and some Gordie Howe appearances all played factors in their popularity, sure. But the logo has been an enduring force in the state and hockey world. Have you ever noticed the “H” in the logo’s negative space? If not, prepare to have your mind blown.

H/t: Sportslogos

Take a look at the original sketches by CT-based graphic designer, Peter Good. As you can see from the sketches above, Good built a Hartford “H” into the logo, a brilliantly subtle nod to the region. “If I wear a Whalers sweatshirt when I'm away from Connecticut, someone will inevitably either comment on the shirt, or yell ‘Whale!’ to acknowledge it,” Anderson says.

Yes, we’re 27 years removed from the Whalers’ departure to Carolina. But for CT natives, the brand is a unifying symbol of identity, a distinctly Hartford look in a state where you’ll otherwise see hats with “NY” or “B”. For that reason, the heartbeat of the Whalers remains as strong as ever – just look at the NHL shop.

The Whalers are the NHL’s best-selling “throwback” team, and reports have also suggested their items outsell unnamed current teams. Where those profits go is another question – both Peter Good’s estate and the NHL own rights to the logo, and sell competing items. But regardless of where your dollar ends up, there remains a fervent desire to buy, sell, and trade Whale Tail merch.

H/t: eBay

History

Nothing sells quite like big names. The Montreal Expos have a number of those – nine hall of famers have donned the “pinwheel M”. Gary Carter Expos items remain in high demand after his tragic death in 2012. Montreal-era Carter autographs often net $500, while Mets items with his signature usually sit around $100.

It’s worth noting that Carter spent twice as much time with the Expos as the Mets, although his one World Series came in Queens. After retirement, Carter was employed by the Mets and was regularly signing autographs in New York. But there still remains a mystique about his time in Montreal, wrapped with a bow by an Expos cap on his hall of fame plaque.

The Expos shared a province with another franchise buoyed by hall of famers: the NHL’s Quebec Nordiques. The ‘Nords left Quebec City in 1995 with a stacked roster, and immediately won the Stanley Cup in Colorado as the Avalanche. So many Nordiques icons – such as Joe Sakic, Peter Forsberg, and Adam Foote – are better remembered in Colorado’s maroon colors. Yet a strong market for Nordiques collectibles remains.

Similar to the Whalers, the Nordiques’ “N” igloo is a perfect encapsulation of the city they call home. Throw some legends into that sweater, and the price tag will follow. Peter Stastny collectibles are Quebec’s most-coveted, likely since he retired before they moved.

h/t RMNB

Future

Above all else, the fans of yesteryear’s teams have kept their legacies alive and well. Annual Toronto Blue Jays exhibition games are played at Olympic Stadium – the Expos’ old stomping grounds – and amass a higher attendance than many Toronto home games. 

The Colorado Avalanche began rolling out “new” Nordiques merchandise in 2022, which soon became the best-selling look of all NHL alternates.

Whalers fans have a strong presence around the NHL – whether they’re members of the Booster Club or not. While the club organizes annual trips to Devils or Islanders games, Whalers items are frequently seen at games that have nothing to do with them. Anderson finds much joy in this: “Watch any hockey game on TV. The odds are excellent that at some point, the camera will shoot a shot of the crowd, and you'll end up seeing someone wearing the Whaler logo.”

In the case of the Coyotes, they immediately check off two boxes. 

Identity? No one will be forgetting the Kachina look, a design that’s steeped in Southwestern culture. History? Check – how about Shane Doan, Keith Tkachuk, and Jeremy Roenick.

Now it’s up to the fans to keep these elements moving forward. But don’t be surprised if you continue to see that multi-colored coyote head circling hockey auctions.