adidas reverse retro campaign

uniting 32 cities to make history

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.