MERCHANDISING // PARTNERSHIP // CULTURE

adidas // Stadium Series Jersey Launch

YEAR: 2020

Project overview

The goal was to generate excitement around the limited run Stadium Series jersey and merchandise line during the 2020 Stadium Series in Colorado. El Segundo, home of the LA Kings practice facilities, was also home to one of the largest factories producing P-51 fighter planes during WWII. The chrome helmets are inspired by the chrome plane bodies and the LA mark is a culmination of the LA Kings crest lettering.

The challenge

Many people weren’t aware of the history associated with the design and concept. The kit also included a new chrome helmet, which was questioned by fans. We needed to not just tell the story of the heritage that inspired the design, but also the unique story behind developing the first metallic helmet worn by an NHL team. We needed to win buy-in for the ‘chrome dome’.

My role

Campaign Director - Lead Production and Design teams to develop social promotion materials that told a story and moved product. Oversaw talent management and costume design bringing the LA Kings ice crew to set adding to an elevated full-team production. Lastly, we needed to get the word out, by partnering with our Communications Director we developed press and media packages that got the attention of local news extending the reach of the social-first campaign.

The solution

Create a narrative that LA could get behind, whether they knew the Kings or not, and feel pride and excitement when they saw the newly released Chrome Helmets hit the ice. The campaign was dynamic, historic, and widely celebrated as setting the new standard in promoting limited release jersey campaigns.

hero film

We brought the vision to life by using historic aviation footage and creating a sky-high reaching visual story with the LA Kings Captain and extended LA Kings Ice Crew and Bailey the mascot. The video was shot on film to give the final product an aged, yet contemporary finish.

visual identity

Adidas provided a one-pager on the design and brief write-up on how the concept was developed. We took that and tapped our Captain to bring the concept to life with a video and photoshoot used for promotional materials.

adidas Kit Concept

Team LA site - Digital banner art

LAK Marketing recap

campaign results

  • Execution set new standard for jersey release campaigns for Stadium Series across the league

  • Jersey sales goals surpassed initial goal leading to increased spend on supporting merchandise still in Team LA leading up the Series game

  • The chrome helmet is now a symbol of elite LA Kings performance and still worn on ice today

  • Bucket List Item realized : Renting a plane for a shoot