🚨🏒 Adidas Reverse Retros🏒🚨

Background: In 2017, Adidas inked a seven-year deal with the NHL to be the official licenser of on-ice uniforms and authentic jerseys.

The Project: Adidas Reverse Retro jerseys came out for the 2020-21 season as the first-ever league-wide alternate jersey program, uniting fans in 31 cities to make NHL history. We were tasked with the high-level branding, photography, and messaging for the launch, including assets for PR, online, retail, and social media.

Results: At the time, it was the most successful launch of an alternative jersey program of all-time in all of sports. #ReverseRetros was the #1 trending hashtag in Canada and #2 in the US. ALL jerseys were sold out within weeks — with some of the league’s most popular teams selling out within minutes.
It’s been touted by press as the new gold standard in jersey launch programs.

Press

Although we didn’t have a PR role on the project, the earned media was off the charts and every article used our imagery and language.
Four main themes emerged: 1) the unveiling of the jerseys 2) ranking them 3) analyzing the historic jerseys that inspired Reverse Retros and 4) where to get them after they sold out.

My Role

Freelance contract to work on the new biz pitch. I played an integral role as a client-facing Creative Director during the pitch.
After winning the pitch, my contract was extended to handle R1-R2 messaging framework for launch.
However, my contract was cut as production began, so I was unable to execute the photoshoot and the social campaign.

The Team

Agency: For Good & Co (formerly Henry V)
Founder/ECD: Haven Anderson
Creative Director, AD Bryan Houlette | Creative Director, CW: Nate Totten
Associate Creative Director, AD: Nick Ostini