Adidas X NHL

Adidas purchased exclusive rights to the NHL in 2018, and immediately sought to create a unique retail presence within the major stadiums, which I led the design work for. The concept that they selected was based on a locker room, showcasing jerseys in individual bays with a custom art piece in the center made by a local artist. The MN Wild version used Hot Tea to create this art. There was also a heroic digital-meets-physical experience that allows guests to explore the jerseys in a fun & unique way.

The heart of each shop is an interactive jersey experience. urning the jersey on the screen turns the physical jersey in front of you.
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