The hockey jersey is an odd thing. When you wear one, you are donning a gigantic corporate logo and declaring it to be a core part of your identity. However, it's also an expression of who you are as a sports fan. It can show which team you support, which player is your favourite, which design is your favourite, etc. It is the ultimate form of expression guided by corporate guidelines, and we all have one.
In recent years, that customization has taken a whole new level. You can now find websites that, for an added price, will do whatever you want for your jersey.