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Marketing and Sponsorship

Early Reaction Mixed To New NHL, Adidas All-Star Game Jerseys

Instead of sticking to the team's color scheme, each crest comes in one team color with whiteNHL

The NHL and Adidas, for last year's All-Star Game sweater designs, focused "more on black and white and completely abandoned the vibrant color schemes that are usually present," and it was a "sign of things to come" for this year's editions, according to Demetrius Bell of FORBES. This year's jerseys, unveiled yesterday, are not black-and-white, but still are "dark gray, silver and white." But this year's "at least have some color on them, as the crests are in team colors instead of being in the color of the jersey." Rather than "simply sticking to the team's color scheme, each crest comes in one team color with white as the secondary color." For some teams, this "works just fine -- the Maple Leafs and the Red Wings came away from this particular design choice basically unscathed." Other teams, like the Lightning, Sabres and Golden Knights, "suffered greatly from a design standpoint since their color scheme was altered a bit" (FORBES.com, 1/8). USATODAY.com's Hemal Jhaveri wrote the jerseys "look simple on the surface," but there is "a lot going on in these jerseys, from the silver-piping to the bold logos." Past All-Star jersey designs "often look a little boring on screen, but tend to pop on the actual ice, so maybe that will be the case this time as well" (USATODAY.com, 1/8). In Boston, Nick Goss wrote some of the looks are "better than others, and the shade of yellow used in the Bruins sweater was a bold choice" (NBCSPORTSBOSTON.com, 1/8).

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