Dom Fillion has been designing NHL jerseys for nearly two decades. But his latest project might be one of his most ambitious yet.

The NHL Hometown Remix jerseys will be the highest-grossing merchandise program that the league has ever had, according to projections by Fanatics.

At any given moment, Fanatics offers more than 1.5 million unique SKUs for sports fans to buy — from jerseys and hats to team-branded streetwear and socks. The search for those items is getting easier with a new feature called “Shop the Look,” created with the help of OpenAI’s Codex.

Fanatics will put its first store in a sports-adjacent mixed-use real estate development as part of a deal with the Hawks that turns over the team’s in-venue and e-commerce business to the organization.

With a new NFL season around the corner, the league and Nike are building off the success of last year’s "Nike x NFL Rivalries" program, a first-of-its-kind uniform and apparel collection manufactured and sold by Fanatics, which was designed to deepen the connection fans and communities have with their football teams.