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Jazz seeking fan feedback to help design new jerseys

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SALT LAKE CITY โ€” If you get approached by someone with a warm smile and an iPad while at a Utah Jazz game this weekend, don't be alarmed.

They wont try to upsell you or pitch you on a new program. Instead, you may get a sneak peek at the future look of the Utah Jazz.

Jazz owner Ryan Smith said over the summer there was a "fair argument" the team went a little "too clean" in the rebrand.

To some fans, that's putting it lightly. Since they were revealed in June, there's been plenty of backlash and online vitriol toward the new slate of jerseys, especially the predominantly yellow one.

But for those fans still hand wringing over the new designs, there's hope. Smith said the brand will evolve in time, and the Jazz are asking for fans to help guide that evolution.

The team is using the current homestand โ€” and specifically this weekend's games โ€” to collect feedback on potential new jersey designs they hope to have ready for the 2024-25 season.

A team of pollsters from Qualtrics, the company Smith co-founded, will randomly select fans at Vivint Arena this weekend to vote on a series of uniforms and color schemes. Fans will be shown images on an iPad and asked to give each design a rating.

Designs will feature a number of different treatments that contain the colors the Jazz are currently using: black, purple, yellow, white with other accent colors. There's no way for fans to sign up for the survey, and screenshots or photos of the new designs will not be allowed.

The team began the process on Wednesday by questioning a couple hundred fans during the win over the LA Clippers; they are hoping to talk to thousands more over the weekend.

When designing the current slate of uniforms, the Jazz used a focus-group approach, which, obviously, didn't quite yield the results most fans were hoping for with the current jerseys. So this time, the Jazz are opening it up to a larger group to see if they can discover just what resonates with the fan base.

Once the data is collected, the team will use that as directional compass to complete the new jersey designs.

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