MY ROLE: Innovation & Design Direction, Technical Uniform & Trim Design, Marcoms Creative & Art Direction, Project & People Management

PROJECT SCOPE: Product Design / Development / Validation, Product Strategy & Positioning, Pitch, Product Branding, Launch Campaign Concepting & Execution, Marcom toolkit for all 31 regional markets

TIMELINE: Product design and development 4.5 years, League sell in and adoption activities 6 months, individual team sell in and adoption activities 8 months, wholesale sell-in activities 6 months, customer facing sell in activities 6 months

PROJECT OVERVIEW:

PRODUCT DESIGN & DEVELOPMENT: Create the most innovative performance uniform system to ever be used by the players of the National Hockey League.In addition create a marketable retail version of the uniform jersey for general consumers.

BRAND STRATEGY & ALIGNMENT: Determining which brand within the Adidas portfolio to propose as the official on ice outfitter of the NHL for the next 7 years.

PRODUCT STRATEGY: Creating innovation in the PRO level product, and exclusivity and uniqueness in the retail level product.

LEAGUE & TEAM SELL IN: Achieving NHL executive leadership and individual team ownership and executive leadership adoption of the new uniform platform.

RETAIL LAUNCH: Create awareness and buzz for the launch of the new product. Create a customized marketing toolkit for each of the 31 regional markets, ensuring consistent product messaging, branding, and creative.