In the 2017 offseason, adidas' partnership with NHL began, and with it came the official unveil of the new adidas Adizero NHL Uniform. One of the larger projects I would take part on, the adidas team spent years of R&D, months of design exploration, and countless prototypes perfecting the new NHL sweaters. As a designer in the Sports License Division, I had the opportunity to support the Sr. creative team in the beginning stages of the uniform design and, as the launch date approached, had the privilege of helping form the creative direction of the unveil creative, develop the solutions, and refine the final content.
What you see below is not only my work but the product of hundreds of hard-working and passionate creators. From the uniform and identity design teams, to the tech designers, color+material designers, production artists, creative directors, and assembly team at the production facilities - none of this would have been possible without everyone's contribution.
Though I was involved in many areas, my primary hand in the work shown below was in the development, refinement, and creation of the motion graphics suite used to roll out the new uniform.
Full credits in the conclusion.
- Energizing Product Launch
- Define Look & Feel of Adidas Hockey
- Establish brand positioning in market
Special shout out to Dominique Fillion, Jeff Eagles, and Frank Dipinto who showed tremendous leadership & passion from start to finish. Also shout out to Gary Land & his top-notch team - masters behind the still and video assets used in the campaign.
To see their work, check the links to the right.