Marketing and Sponsorship

NHL taps Bieber's clothing line for ASG jerseys

1.15.2024

The NHL and Adidas have teamed up with musician Justin Bieber's Drew House clothing line to "create a fresh new look" for the 2024 Adidas authentic NHL All-Star jersey collection. This latest drop features "four versions of the jersey" -- one for each of the forthcoming 2024 All-Star rosters -- and they all "boast a signature vibrant color." Players will sport the latest gear "throughout the NHL's All-Star Weekend showcase in Toronto" (ESPN.com, 1/13).

The four released jerseys are "colored blue, yellow, white and red for the four different teams created after the NHL All-Star Weekend fantasy draft." At each of their centers "sits a large yellow cartoon star with an equally cartoony NHL emblem at the center." The sleeves "continue the trend," adding "two more smaller stars along with some striping" (THE HOCKEY NEWS, 1/13).

🔴🔵🟡⚪️🍁

Introducing the adidas 2024 #NHLAllStar jerseys, designed in collaboration with @justinbieber and @drewhouse! pic.twitter.com/aFTsK1SMKD
— NHL (@NHL) January 14, 2024

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