Adidas Adizero NHL uniforms
I was co-architect of the NHL contract negotiation strategy for Adidas, securing a seven-year deal. I led the end-to-end creation of the ADIZERO uniform system and home/away design for the 31 NHL teams. Additionally, I oversaw the creative campaign development for launch to market.
A Game Changer.
In weight comparison, we reduced approximately half a puck from the current jersey, while increasing fabric air permeability, durability and strength. Additionally, we introduced a modular approach to jersey construction, maximizing manufacturing efficiency with the ability to generate endless new designs. This project took five years of research and development working closely with the NHL & NLHPA to meet pro-locker-room-quality standards.
Lighter. Cooler. Stronger.
At the forefront of innovation, design and craftsmanship, the new ADIZERO Authentic NHL jersey takes the hockey uniform system and hockey jersey silhouette to the next level by redefining fit, feel and lightweight construction.
Innovation, design and craftsmanship.
The best hockey uniform ever worn by an NHL player.
"To play at their highest levels, the game's greatest players require the best technology and design available, and these adidas jerseys set a new benchmark for performance gear."
— Brian Jennings, NHL Chief Brand Officer & Executive Vice President.
Form The Future.
Ahead of the NHL unveil event, we built the “Form the Future” creative campaign to amplify the Adidas hockey brand message and generate hype across the industry.
The Unveil.
The NHL and Adidas unveiled the new ADIZERO Authentic NHL jerseys and uniforms for all 31 NHL teams who made their on-ice debut with the 2017-18 season. On the eve of the 2017 NHL Awards and NHL Expansion Draft™, a host of athletes were in attendance in Vegas to get the first look at the new ADIZERO Authentic NHL jerseys and to celebrate the new partnership between Adidas and the NHL.
