NHL Reverse Retro Jersey Launch
adidas 2022


Reverse Retro is the 2022 adidas NHL jersey launch inspired by hockey culture’s intersection of fashion and sport. In order to cut through the noise of other sports news, the Reverse Retro launch speaks to individual fans with localized content, each with specific colors and copy. Varsity type meets neon elements to combine past and present fan culture and celebrate the NHL’s magnetic team pride. With a cohesive release over 32 teams in 32 cities and over 200 pieces of unique content across social media and online advertisements, the 2022 Reverse Retro campaign remains the most talked about jersey launch of all time with a reach of 11.8M views. 


Team:
For Good & Company
Account Manager - Tess Haas
Project Manager - Claire Poelwijk
Producer - Ken Potts
Creative Directors - Haven Anderson / Sarah Sears
Designer - Phoebe Jacques
Motion Design - Mark Young



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