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Uniting 32 Cities to Make History for adidas

With the most successful launch of an alternative jersey program in sports under our belt, adidas decided to double down on the NHL Reverse Retro program and partnered with us to outdo the success from year one.

Knowing that hockey's rise was coming from those that don’t consider themselves fans, we honed in on the intersection of sports and fashion to transcend traditional hockey culture by focusing on the magnetic pride that binds teams, fans and hometowns together.

By orchestrating a cohesive release between 32 teams throughout 32 cities with over 200 pieces of hyper-localized content, our Reverse Retro sequel took over the noise and, again, became the most talked about jersey launch of all time.

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