Kendall Coyne-Schofield, a member of the U.S. women’s national team, became the first woman to compete in the NHL’s skills competition in January of 2019. She crossed the line in 14.346, finishing less than a second slower than the fastest player in the NHL, Connor McDavid.

As the newest member of the Adidas Hockey family, we wanted to celebrate this Breaking Barriers moment. In 48 hrs we created the AM4KCS speedfactory shoe that was presented to Coyne-Schofield and is now showcased in the Hockey Hall of Fame.

Art Direction, Product Design

Hockey fans hold third jerseys to high expectations. This audience ranges from old school season ticket holders, all the way to young kids who are just stepping on the ice.

As hockey designers we must drive excitement, while respecting the team’s heritage. Whether it’s a fresh take on an old kit, or a dramatic look into the future, we aim to always tell a story through the uniform.

The 2018-2019 season was the first drop of Adidas Hockey third jerseys. Inspiration varied per team – some playing on old time hockey nostalgia, some taking cues from city pride and culture.

No matter the case, a proper third jersey should be an extension of the team’s unique identity and create hype.

Art Direction, Product Design

53% of EA Sports NHL owners are ages 13-28

EA Sports and adidas teamed up with each of the NHL's flagship organizations to create The Digital 6, a set of modernized alternate uniforms for each Original Six team for use in NHL 19.

The Digital 6 marries each team's history with an innovative design. The Chicago Blackhawks design incorporates each of the seven colors from their logo to other parts of their uniform, and the Boston Bruins uniform features 13 stars to honor the 13 American colonies and Boston's place as the nation's birthplace.

The Montreal Canadiens uniform celebrates their francophone roots, combining the team's blue, white and red color scheme with the city's abbreviation on its crest. The Toronto Maple Leafs bold design is supposed to make each player look like a flying leaf.

The New York Rangers design keeps the diagonal logo, but adds a unique red, white and blue color scheme, and the Detroit Red Wings uniform features red and white stripes as a nod to muscle cars, honoring the Motor City's automotive legacy.

Art Direction, Product Design

These jerseys are the first NHL uniforms to feature repurposed and upcycled materials and were created in partnership with Parley for the Oceans. The jerseys are made of Parley Oceans Plastic, which was developed using upcycled marine plastic debris.

The black and white jerseys feature each team’s crest, making it the first time team logos are used for NHL All-Star jerseys, which have previously featured the NHL shield and conference logo.

Art Direction, Product Design

Adidas Hockey in partnership with the NHL, created a league-wide, never-been-done-before uniform program that brings a collective story to a national audience. A beacon and true example of collaboration and partnership, each franchise will have a uniform kit that breaks the mold of what is current, while anchoring on the pages of sport history.

Just think: your team’s retros, your team’s colors, but remixed. Remixed in a way that has never touched the ice. Remixed in a way that makes you stop and think, “wait… they never wore that?”

This uniform campaign plays on the joyful beauty of nostalgia. Offering a lot of those old school 90s classics that we all low key want back.

Each jersey was inspired by one worn by the team during a season with some historical significance; the entire design process took about two years. Teams will wear the jerseys multiple times during the 2021 season, including designated rivalry games.

Apparel Design, Creative Direction

A T-shirt design for the Las Vegas Golden Knights. The self proclaimed ‘Golden Misfits’ referring to the hockey players’ cast-away status, as they were left unprotected by their former teams for the Knights’ expansion.

After the teams success in making it to the Stanley Cup finals during their inaugural season, it only felt right that the nickname be celebrated for fans to wear with pride.

Graphic Design, Apparel Design

In 2019 I had the opportunity to go to the Adidas Brooklyn Creator Farm on a short-term assignment. During my experience, I was able to break away from my computer and spend time exploring new skills.

Apparel
I decided to give myself a brief. A modular clothing exploration. Built for the city, where the street hound and workout fiend collide.

Sketch a concept.
Create a pattern.
Make a garment.
Learn a process.

Footwear
I’ve never drawn shoes before, but I wanted to learn. The best advice I received was, “don’t try and copy what you see on the walls here, find your own style”

Outcome:
A graphic designer’s take on footwear design.

Concept Design