Adidas Hockey - 2016 NHL World Cup Of Hockey
I led the creative direction and product team for the introduction and global launch of Adidas hockey at the 2016 NHL World Cup of Hockey in Toronto. The complete product range included 16 uniforms, 8 identities and authentic NHL apparel.
Adidas Hockey Global Launch.
This event was the official introduction of Adidas hockey to the world. In addition to the uniform development, I lead the team identity and jersey design. I worked closely with the NHL, NHLPA and hockey federations executives to creatively showcase modern interpretations of each country's rich history.
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.
Uniform blends tradition & innovation
Creatively showcasing modern interpretations of each country's rich history.
"Players are always excited to wear their national colors on the international stage and these adidas uniforms certainly continue that tradition,"
— Mathieu Schneider, NHL Players' Association Special Assistant to the Executive Director.
The Tech Video.
For the sell-in, we built an internal hype video to highlight the tech story and tease the jersey designs.
Game time.
All World Cup games were played at Air Canada Centre in Toronto, and televised on ESPN in the United States and Sportsnet and TVA Sports in Canada.
Beyond the game.
Various real-life examples of Adidas hockey World Cup product extension, retail and shop-in-shops.
