The Strathroy Rockets are set to undergo a full rebrand in the new year, introducing new uniform colours and a new logo. We spoke with General Manager Andrew Ferlatte, who explained that the official brand transition will take place ahead of the 2026–27 season.
Like many long-standing organizations, the Rockets felt the time was right to refresh their visual identity. With the rich history already tied to the Strathroy Rockets name, Ferlatte said the new logo represents a way to visually mark the beginning of a modern era for the franchise. He emphasized that the current logo will not be retired, noting that it will continue to be featured on alternate jerseys in the seasons to come.
The inspiration behind the new look draws from the concept of Team North America, famously highlighted during the international tournament when Connor McDavid and Nathan MacKinnon played together. That team symbolized the rise of a new generation of hockey talent, and the Rockets wanted to capture a similar feeling. The goal is for players who wear the new jersey to feel connected to the athletes they admire today. Ferlatte acknowledged that change can be difficult, especially when it involves a logo that has been around for so long, but feedback gathered through discussion tables and focus groups has been overwhelmingly positive.
Fans will get their first glimpse of the new branding during the team’s Hockey Fights Cancer night January 17th, although the full transition will not be completed until the start of the 2026–27 season. Ferlatte explained that the decision to unveil the branding early is part of a strategic plan to introduce the new look, answer questions, and clearly communicate the direction of the organization. He reiterated that the Rockets are committed to Strathroy for the long term, and that this rebrand represents another significant investment in the future of the hockey club.
After testing numerous colour combinations, the team ultimately selected the option that received the highest approval rating. According to Ferlatte, seeing the jerseys in person makes a strong impression, as the final design looks exceptionally sharp.
Written by: C. Soares