Nokia Arena fan shops favour muted, everyday fanwear over traditional team colours

Ilves and Tappara fan shops at Nokia Arena have added a range of subdued, non-traditional colours to their merchandise lines. Items now include monochrome logos on beanies and hoodies, beige college sweatshirts and even a pink child’s hoodie, alongside the usual green-and-yellow or orange-and-blue palettes. Tamperelainen reports the change followed the clubs' move into the arena.

Store managers attribute the shift to customer demand for everyday, street-style pieces that can be worn to work or out with friends without loud team colours. It’s a subtle look. Tappara Shop manager Emma Laksola notes that small, single-colour logos and muted tones sell especially well, and that younger buyers tend to prefer black and low-key designs. Ilves shop manager Jonna Niklas-Salminen says some supporters disliked earlier burgundy and brown additions at first, while others sought those tones out.

Managers point to larger retail and storage space at Nokia Arena as the main reason for the change. The extra room allowed them to expand from a few dozen items to several hundred and to test new designs while taking minimum order limits and brand boundaries into account.