In true Canadian spirit, the NHL and Adidas have called upon the design prowess of Drew House, the fashion label co-founded by Justin Bieber, to release a four-jersey collection to be worn at the NHL All-Star game in Toronto.
The All-Star weekend is set to take place at Scotiabank Arena for the first since 2000 from Feb. 1-3.
Known for its pastel shades and trendy smiley face logo emblazoned over most of its garments, Drew House’s jerseys merge the evergrowing streetwear scene in Toronto with the NHL’s knack for sophistication.
The sweaters come in four colours, each representing the 11-player teams that captains drafted just a few days ago. Vibrant blue, red, yellow and white make up the background of each jersey, with the iconic NHL shield logo at the center.
At 22 inches, this is one of the largest crests to ever don an NHL jersey. A golden star sits beneath the crest, and while the Adidas logo is found on the interior of the jersey, the German activewear giant is still well-represented via their infamous three-stripe logo on the sleeves.
Having successfully designed the Toronto Maple Leafs alternate jersey, Adidas had no issues placing their trust in Bieber.
“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,” said Nic Corbett, the director of sports marketing and hockey at Adidas.
Justin Bieber has been a longtime fan of the Toronto Maple Leafs, and attended a game with his wife, Hailey Bieber, just last month decked out in full Leafs mercy.
While this year’s jerseys might seem unorthodox to fans of the All-Star game, they suit the newly developed all-star game setup that the league is implementing. This year, four teams made up of 11 players were voted via an internal voting system and external fan vote which showcases at least one player from every team. The skills event has also been updated — 12 players will compete in multiple events for a grand $1 million prize.
In preparation for the big weekend, fans can purchase the Drew House-designed uniforms on the Adidas website, along with the NHL’s official online shop and Fanatics.