The Arizona Coyotes are rebranding and doing so by going back to the past to address the future.
The club announced Monday that it is rebranding with a focus on “our vision to become a long-term winning team in Arizona and our dedication to impact, inclusivity, and innovation,” president and CEO Xavier A. Gutierrez said in a team statement.
The rebrand is starting with the re-introduction of the popular Kachina as its permanent logo. The team wore black Kachina-logo jerseys at some home games last season, and now is extending it to the white jerseys — last worn by the team in 2003.