adidas Hockey approached us to help them design, produce and distribute a series of VIP seeding kits to launch their “Squad Battles” partnership with EA SPORTS. Squad Battles unlocks a special gameplay mode within NHL 20 which allows gamers to play as Featured Squads assembled by NHL® players, artists, hockey influencers, and athletes from around the world, in this case Pittsburgh Steeler JuJu Smith-Schuster, Minnesota Viking Adam Thielen, and Toronto Raptor Kyle Lowry.

The player’s custom designed jerseys and team themes served as the inspiration when designing the seeding kits. We wanted the unboxing experience to be an unforgettable one while the athletes, pro gamers and other VIP’s discovered custom apparel, video games and other goodies.

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