With a brand new seven-year contract in hand, adidas was ready to make their mark in the hyper niche sport of hockey. As the new official authentic jersey of the NHL, adidas needed to take the ice in a bold, new way. Hockey was expanding, but not evolving. And these die-hard fans are a tight knit community weary of change in a sport steeped in heritage. How could this creative powerhouse enter the scene, nod to hockey’s roots while taking the sport forward? Using the power of creativity, of course. adidas needed a bold creative platform to match the fresh young talent signed to their roster of the likes of Connor McDavid and Tyler Seguin.

adidas brings sport and technologically infused performance design into every product. The adizero Jersey was no different. It is lighter and more adaptable resulting in higher performance for each athlete. We needed to let the hockey world know adidas is here to create the next exciting chapter of this dynamic sport. By bringing the ice rink to the street, we captured the same raw energy and attitude of hockey culture while infusing a fresh future forward perspective. Exciting and new. Creative and authentic. Innovative yet real. This is the future of hockey.

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