Jostens Expands Legacy With Panthers’ 2025 Cup Ring Launch
Jostens, the leading manufacturer of championship jewelry and commemorative pieces, is excited to unveil THE CHAMPIONS COLLECTIVE, a new brand platform that demonstrates its unparalleled expertise in celebrating champions and the craftsmanship behind every ring. Jostens’ legacy spans more than 100 years, defining the meaning of honoring victory and leaving an indelible mark on sports history.
Jostens has created rings for some of the most historic moments in sports over the years, including:
- The very first Super Bowl
- Montreal Canadiens – Stanley Cup championships (1977, 1978, 1979)
- Chicago Bulls’ Michael Jordan two three-peat era
- Miami Heat championships with the Big Three (2012, 2013)
- All six New England Patriots Super Bowl championships
- Kansas City Chiefs – Super Bowl IV (1969), Super Bowl LIV (2019), Super Bowl LVII (2022), Super Bowl LVIII (2023)
More recently, Jostens has celebrated:
- 2023 WNBA Champions – Las Vegas Aces
- 2024 World Series Champions – Los Angeles Dodgers
- 2024-25 Premier League Champions – Liverpool FC (ring yet to be unveiled)
- Stanley Cup Champions – Florida Panthers (2024 & 2025)
The 2025 Florida Panthers ring was unveiled on October 6. Jostens continues to honor champions in memorable ring ceremonies and has recently celebrated with the Kansas City Chiefs and the Los Angeles Dodgers. Chris Poitras, the GM and SVP of Jostens’ Professional Sports Division, was interviewed by R.org. He discussed how THE CHAMPIONS COLLECTIVE enhances the company’s legacy, the skill and ingenuity behind every ring, and how Jostens still acknowledges athletes, teams, and fans alike.
Chris Poitras explains the innovations, artistry, and stories behind some of the most iconic championship rings in sports, as he reveals his insights through the launch of THE CHAMPIONS COLLECTIVE, a collection with a rich history and a launch date that is a perfect fit for him. He answers our questions about Jostens’ approach, the design process, and how the company continues to honor champions in novel and significant ways.
Interview With Chris Poitras
– What inspired Jostens to launch The Champions Collective now, and how does this new platform build on the company’s legacy?
– For us, we felt this was the right time to extend the legacy of Jostens within the pro sports segment. This platform will enable us to tell our story on the professional sports side, beyond just the company’s rich history and over 125 years of tradition. We’ve been involved in this business for more than 70 years, and the industry has changed dramatically, especially over the last 10 to 15 years. We believe this platform allows us to accurately share our story while celebrating the achievements of champions in a way that has never been done before. It helps us continue the legacy we’ve built over a long period of time.
– The phrase “celebrating champions” is powerful—how does The Champions Collective embody that mission beyond the physical ring?
– The Champions Collective will assist us in many ways, particularly in telling our story beyond the ring. It provides a platform to connect with fans, athletes, and owners, effectively conveying the broader narrative beyond the sport itself. The rings serve as a tangible memento—spectacular pieces of history that embody a fusion of art, innovation, and elite craftsmanship. Every aspect of these rings tells a story—whether of the team, the individual, or their journey.
This platform allows us to offer fans, athletes, and owners a behind-the-scenes look, both during the pursuit of a championship and as they celebrate their victory with the ring. We have invested significant time, effort, and energy into developing this platform to ensure it reaches the right place. We are extremely proud of our history and legacy, having created the first Super Bowl ring for the Green Bay Packers. We’re delivering championship rings for the Florida Panthers, Oklahoma City Thunder, and many others in between.
We believe this platform will enable us to elevate not only our business but also the entire market to the next level.
– How do you see The Champions Collective differentiating Jostens from other brands in the sports memorabilia and championship space?
– We believe that it’s a great balance. As I mentioned earlier, we are extremely proud of our legacy and heritage. We do things in this market that have never been done before, and we believe that the Champions Collective will honor that legacy and history while also introducing uniqueness to the market.
This is achieved through the collective and the collaboration with jewelry designers, both internally and externally, to elevate the design process. Ultimately, it comes down to the craftsmanship—hands producing each ring, with the support of elite artisans who help tell that story and create designs that have never been seen before. By blending these elements, we believe we can set the next benchmark in our industry.
– Does this platform also serve as a way to connect with fans directly, or is it more focused on team and athlete partnerships?
– It really has a balance of both from a platform perspective, and I mentioned this earlier — we’re able to give fans a genuine sneak peek, a look behind the curtain that helps them connect to these championship rings on a deeper level. There’s so much emotion that comes flooding back.
When we’re delivering future rings — like for the Florida Panthers — it’s incredible to watch these athletes put those rings on their fingers and see the emotion that comes over them. They remember the blood, the sweat, the tears — everything it took to battle through the season and the Stanley Cup playoffs to finally hoist that cup.
To then have them back together in one room, reliving those moments, is powerful. Capturing that emotion and being able to deliver it both to the athletes and to the fans — giving everyone that peek behind the curtain — is really meaningful for us. It’s why having a dedicated team and platform to tell those stories matters so much.
Craftsmanship & Legacy
– Jostens has created rings for some of the most iconic moments in sports history—from the first Super Bowl to dynasties like the Bulls and Patriots. How do you balance tradition with innovation when designing new championship rings?
– It really is a unique process every single time. Every project we start with a customer is new and distinct, and it’s important for us to understand the fabric and meaning behind it — what matters most to that owner, athlete, or executive.
We always strive to bring fresh, innovative, and creative concepts to the table, but we also want to balance that with the preferences of owners or players who might be more traditional. Our job is to deliver the most innovative designs in the marketplace — designs that tell a powerful story — while making sure they resonate with everyone involved, from the owners and players to the organization.
When you think about the Green Bay Packers — we’ve had the privilege of celebrating all their Super Bowl rings from the first to the most recent — or the six rings we did for the New England Patriots, the Chicago Bulls, and even the back-to-back rings for the Florida Panthers last year and this year, each process is completely unique.
In every case, it’s a collaborative approach — listening closely, understanding their vision, and finding creative ways to bring that story to life through the design of the ring. At the end of the day, that’s what makes it meaningful for the owners, players, and executives who wear them.
– What role do athletes and teams play in the creative process of designing their rings, and how do Jostens bring their vision to life?
– I’ve had the privilege of being at Jostens for over 16 years. One of the most significant changes and evolutions I’ve observed is the increasing influence of the athlete. This involves balancing creative art, cultural energy, and innovation—whether through custom-cut stones, unique elements never before seen, or other innovative approaches. Our goal is to bring that culture to every ring, providing a platform for teams and owners to tell their stories. Achieving this balance is essential, and we fully embrace it, both in our current processes and in collaborating with future partners to help tell those stories. This is how we aim to elevate our work to the next level and continue advancing in this journey.
– With the unveiling of the Florida Panthers’ 2025 Stanley Cup ring, how do you ensure each design captures not only the championship but also the unique identity of the team and season?
– The best part about these rings is how far they’ve come through the evolution of technology, manufacturing, and process innovation. Every ring we create is essentially a blank canvas now. That’s what makes it so exciting — we have the ability to tell every story a team wants to tell, because the space and the possibilities have expanded so much.
It used to be just about the top of the ring and the two side shanks. Now, we’re working with the top, the inside, the bottom — even tops that open or come off entirely. The amount of creative space we have to tell these stories has really grown.
The key is finding balance — figuring out which stories are the most important to tell. We bring our partners ideas, concepts, and creative direction, and from there, it becomes a true collaboration. A lot of times, teams will say, ‘You know what? We hadn’t even thought of that as part of our story,’ or, ‘That’s a great fan story, but this ring is really about the players — let’s emphasize these three elements instead.
With the Panthers, for example, they were very intentional about bringing in their new brand identity under the Viola ownership group. The Violas are incredible people — generous and visionary — and when they purchased the team, they redesigned the uniforms and introduced key brand elements that were deeply meaningful to them. We’re excited to help bring those details to life on the top of this ring.
And of course, it’s a back-to-back championship, so you can imagine the creative challenge of weaving those two stories together. That’s what makes each project so special — every team has its own history, its own traditions, and sometimes even multiple championships across decades. Our job is to work collaboratively with the teams and owners to strike that perfect balance and tell their story in the most meaningful way possible.
Recent & Global Milestones
– Jostens’ work has expanded beyond North America with Liverpool FC’s Premier League championship ring. How does designing for international clubs compare to U.S. sports franchises?
It’s very similar in many ways. We always want to bring that same level of creative energy and innovation — but also help educate and guide our partners overseas, where the tradition of championship rings is still relatively new. Part of our role is helping them understand what these rings truly represent. They’re more than just jewelry — they’re lasting symbols of achievement that players will cherish forever, mementos that can be passed down from generation to generation.
The process itself is very similar to what we do in North America. We’re incredibly proud of what we’re creating for Liverpool and can’t wait to see the players’ reactions when we deliver the rings next month. It’s one of those moments where you step back and realize — you’re part of history.
Liverpool is such a storied, historic club, and this ring captures that legacy in every detail, both inside and out. When you think about Super Bowl rings, you might marvel at a team that’s won six championships. But when you consider a club like Liverpool — with 20 league titles and countless trophies across multiple competitions — it’s truly remarkable. The design and elements we’ve built into this piece will bring that incredible history to life in a way that honors everything the club stands for.”
– What do the recent partnerships with the Colorado Avalanche, Las Vegas Aces, and Los Angeles Dodgers reveal about Jostens’ evolving role in both men’s and women’s professional sports?
– I think one of the most significant things we’re seeing right now in American sports is the continued rise and importance of women’s sports across North America. Whether it’s the Las Vegas Aces and Mark Davis or others leading the way, the standard just keeps getting higher.
What really left an impression on me about the Aces organization, and Mark Davis in particular, was his mindset. He said, ‘I want to create the greatest championship ring that has ever been made — to gift to these athletes.’ That stuck with me and with our entire organization. He told us to leave no stone unturned — literally and figuratively — in celebrating these incredible women.
The growth and recognition of women’s sports alongside men’s has been truly spectacular, and we’re proud to play a small role in that history. And who knows — with the Aces and Mercury set to face off soon, we’ll have another champion to celebrate within the next couple of weeks.
– Which recent project posed the most creative challenge, and how did The Champions Collective approach help overcome it?
– I think the unique thing for us is that every single project we take on from a design perspective brings its own challenges. Sometimes it’s timing. Other times it’s external factors — like what we experienced during COVID, when global supply chains were disrupted and sourcing stones from around the world became incredibly difficult as borders closed.
Each situation pushes us to adapt and innovate. I remember when the Atlanta Braves won the World Series — we were working through the design process with their organization, and we came up with a concept we were really proud of. Then their president and CEO, Derek [Schiller], said, ‘Chris, we want to take this to another level.’ I asked what he had in mind, and he said, ‘Well, since the ring opens up to reveal the inside of the stadium, we want you to actually light that ballpark.
Looking Forward
– With over a century of history behind the brand, where do you see Jostens taking The Champions Collective in the next decade?
– I think this has become our platform to showcase to the world the incredible work, legacy, and history we’ve built — but it’s also a platform that allows us to tell more stories, celebrate more champions, and bring both fans and athletes into the championship ring collective as a whole.
We’re intentional about the word collective — it’s purposeful and meaningful. It represents bringing people together — past and present — and helping them share their stories. These men and women are forever bonded, whether they’re teammates or champions from entirely different sports. What unites them is that symbol of excellence: the ring.
From the collective also comes collaboration — bringing in more creative minds, more innovation, and more ideas to elevate the fusion of art and storytelling to a whole new level. We’re extremely excited about what this platform allows us to do — to go beyond where we are today and continue pushing ourselves and the craft to the next level.
– Championship rings are becoming more elaborate, almost like wearable storytelling pieces. How do you see technology and design evolving in this space?
– Yeah, I think technology plays a role in so many different ways. From a manufacturing standpoint, it starts with our ability to balance old-world craftsmanship — traditional tool-and-die work — with modern innovations like rapid prototyping and 3D printing. Bringing those elements together allows us to create truly spectacular rings.
Then there’s the other side of technology — the digital experience. Everyone has a smartphone, so the question becomes: how do we connect that technology to make each ring even more personal and meaningful? That’s where the Champions Collective comes in. In the near future, we’ll be at the forefront of using technology not just to tell a team’s story, but to tell each individual’s story — seamlessly blending art, craftsmanship, and innovation into every piece.
It’s going to be a fascinating evolution. I believe the next one to three years will bring even more dramatic change than we’ve seen in the past five.
– Beyond rings, do you envision The Champions Collective expanding into other ways of celebrating championships and preserving sports history?
– Yeah, I think our approach, along with our collaborators, will allow us to celebrate not only champions, but also athletes, owners, and organizations with pieces of jewelry that go well beyond the championship itself. We’ll be able to connect technology to these teams in new and unique ways, giving them a platform to do things that have never been possible before — both with championship jewelry and with other meaningful creations beyond that.
We’re really excited about this new platform. It’s the right time for Jostens to launch and infuse the Champions Collective — to honor and preserve the company’s incredible legacy while taking it to the next level. We’re proud to have been the market leader for over 70 years, and now we’re challenging ourselves to continue that legacy for another 70 years and beyond.
– In 2011, Mark Cuban mentioned he wasn’t initially keen on doing championship rings, but the team insisted. During that process, did he suggest any alternative ideas for jewelry, or were there concepts you explored beyond traditional championship rings?
Everything you mentioned was accurate. But the biggest thing that stood out was how much Jason Kidd and Dirk Nowitzki drove the process. The ring truly meant a lot to them. When Mark Cuban and the organization sat down and heard how deeply it mattered to those two, Mark was incredibly supportive. He wanted to make sure they were celebrated exactly the way they deserved.
What really resonated with me was Mark’s commitment once he understood what it meant to Jason and Dirk. He said, ‘We need to create the best ring in the world for these guys.’ That kind of passion sets the tone for the entire project.
The unique challenge was timing. They won the championship in June, but the NBA went into a work stoppage soon after. The season didn’t start until December, so we had a very short window once the lockout ended. It was important to Mark that the players be involved, so we compressed what’s normally a six-to-eight-week design process into about three weeks — and then delivered the rings just two weeks later.
Looking back, that condensed timeline was a huge challenge we didn’t anticipate. But it was also one of the most meaningful projects we’ve ever done, because it showed how much that championship — and those rings — meant to everyone involved.