adidas asked us to build desirability among their die-hard NHL fans by creating a disruptive in-store experience—the adizero zone. adidas needed to be positioned as the true partner of the NHL and establish the adizero jersey as the only authentic jersey for true fans.

From late nights skating the pond, to early mornings ripping the rink, hockey has humble beginnings. With a modern twist, this experiential design celebrates the gritty textures, colors and materials of when hockey players and fans first fell in love with the game.

We partnered with Minneapolis-based artist HOTXTEA to create an art installation as the center piece of the jersey wall. The artist was challenged to substitute his usual medium of yarn for hockey laces to create a one of kind work of art utilizing Minnesota Wild colors.

Over the course of a night, the original jersey wall was replaced with a fully-immersive adizero Zone. Complete with locker bays, apparel racks, and an interactive tech display, the space returns all of the energy that players and fans bring to the arena.

In a recent Forbes article, Senior Director of adidas Hockey, Dan Near, confirmed that “hockey fans have embraced what we are doing and love the jerseys. It comes down to storytelling and product.”

CONTRIBUTIONS

ART DIRECTION

DESIGN

STRATEGY

STYLING

AGENCY

LATITUDE