TORONTO MAPLE LEAFS REVEAL ‘NEXT GEN’ THEMED ALTERNATE UNIFORM AHEAD OF NEXT GENERATION GAME
Unique alternate sweater, created in partnership with Justin Bieber, drew house, NHL and adidas, reimagines the Leafs classic sweater for the Next Generation of fans
As the Toronto Maple Leafs take to the ice on March 23 for its annual Next Gen game, the team will wear a unique alternate uniform reimagined for our Next Generation to celebrate our youth and the future of hockey through a collaboration with drew house and Justin Bieber.
Designed in partnership with adidas and the National Hockey League (NHL), the first reversible sweater ever in North American professional sports, rendered in a fashion-forward black and blue colour combination, showcases the classic primary crest with a shibori-inspired print and the Toronto skyline subtly woven into the bands on the arms of the sweater and the uniform’s socks. Off the ice, fans may choose to flip the sweater to feature a drew house inspired version with gold trim underneath, and elements of the drew house motif inside the classic Maple Leaf logo, to create a uniform that has never been seen in sport.
“Since its inception during our 100th anniversary celebrations in 2017, the Next Gen game has become an annual team event where all our fans, young and old come together to celebrate, and in some cases introduce and share their passion with our next generation of Maple Leafs fans. We are excited to be able to take Next Gen to another level with this special uniform designed with our next generation in mind,” said Brendan Shanahan, Toronto Maple Leafs President and Alternate Governor. “The opportunity to collaborate with Justin and drew house to create such a unique alternate sweater will make it even more special for our fans and the team.”
The Maple Leafs introduced the Next Gen games in 2017 to mark a celebration of youth in the community and to unite fans of all ages through the team and the game of hockey. The annual celebration is marked with family-friendly programming and features youth participating in many areas of the game’s operation including team introductions, game entertainment and broadcast roles.
“My love for the Maple Leafs has always been a big part of who I am, and my passion for the team, and the passion of millions of fans, is stitched into this Next Gen sweater,” said Justin Bieber. “I’m grateful to the Leafs for the chance to team up again to create something so authentic for the team and its fans.”
“For Justin and I, every chance to partner with the Maple Leafs is a dream come true,” said Ryan Good, creative director and co-founder of drew house. “Our lifestyle collaboration with the Leafs last fall was very popular and we couldn’t be more excited to literally make history with this sweater for the team we love.”
Prior to the season, adidas Hockey introduced the ADIZERO Primegreen Authentic NHL sweaters for all 32 teams. All on-ice sweaters league-wide, including the Maple Leafs’ Next Gen sweater, are made with adidas’ Primegreen innovation – a series of high-performance materials containing a minimum of 50 per cent recycled content. This continues adidas’ ongoing mission to end plastic waste.
“Working closely with the Maple Leafs, the NHL, Justin Bieber and the drew house brand to create something that has never been seen before in sports is another example of adidas’ commitment to drive the culture of hockey forward to reach new audiences,” said Dan Near, Senior Director adidas Hockey. “At adidas Hockey, innovation is at our core and introducing the Leafs’ reversible alternate jersey is the latest example.”
“This collaboration between the League, Maple Leafs, adidas and drew house is a natural evolution of hockey’s growing touchpoints among younger audiences,” said Brian Jennings, NHL Chief Brand Officer and Senior Executive Vice President. “The League proudly supports the Maple Leafs’ Next Gen jersey and any initiative that uses creativity and innovation to resonate with younger fans.”
The Next Gen uniform becomes the 15th alternate uniform worn by the Maple Leafs in club history.