The National Hockey League (NHL) and Adidas have collaborated with Justin Bieber‘s fashion brand Drew House on designs for the 2024 NHL All-Star jersey collection.
On Saturday (Jan. 13), the NHL announced that the vibrant new jerseys will be worn by the league’s players during the NHL All-Star Game at Toronto’s Scotiabank Arena on Feb. 3. The Toronto Maple Leafs and the city of Toronto will host the 2024 NHL All-Star Weekend from Feb. 1-3.
The 2024 NHL All-Star jersey collection includes four versions of the jersey (one for each All-Star team) in four colors: blue, red, yellow and white. The NHL shield will feature bubble letters and enlarged dimensions, and the crest is one of the largest to be included on a NHL jersey.
NHL, Adidas and Bieber’s Drew House previously collaborated on a reversible alternate jersey for the Maple Leafs.
“After the tremendous success of our first NHL, Adidas and Drew House collaboration for the Maple Leafs’ Next Gen jerseys, we have looked forward to another opportunity to bring a bold, fashion forward look to NHL jerseys,” Brian Jennings, NHL’s chief brand officer and senior executive VP, said in a statement. “The All-Star Weekend in Toronto is the perfect setting for a fresh perspective on the All-Star jersey. The vibrant colors in this year’s All-Star collection are both youthful and classic and offer the perfect complement to the young NHL talent set to meet in Toronto for this year’s NHL All-Star Weekend.”
Nic Corbett, director of sports marketing and hockey at Adidas, added: “Since our inaugural year of collaboration with the NHL, Adidas has not only elevated but redefined the benchmarks for performance, sustainability, storytelling and design inherent in the iconic NHL All-Star jersey. This season, our partnership with the NHL and Drew House presents a distinctive opportunity to transcend conventional uniform design, seamlessly merging the realms of sport and youth culture. The added layer of enthusiasm stems from the fact that this extraordinary event unfolds in a hockey-obsessed market, amplifying the excitement to unprecedented heights.”
See designs for the 2024 NHL All-Star jersey collection below.
The post “NHL and Adidas Collaborate With Justin Bieber’s Drew House for 2024 All-Star Jersey Collection” by Mitchell Peters was published on 01/14/2024 by www.billboard.com