First it was Tim Hortons, now Justin Bieber is collaborating with the Toronto Maple Leafs. The team officially unveiled their uniform for the March 23 Next Gen game, and it is in collab with drew house and Biebs.
According to MLSE, the first ever reversible sweater in North America is designed in partnership with adidas and the National Hockey League (NHL), and it showcases the classic primary crest with a shibori-inspired print and the Toronto skyline subtly woven into the bands on the arms of the sweater and the uniform’s socks. As well, off the ice, fans van choose to flip the sweater to feature a drew house inspired version with gold trim underneath, creating “a uniform that has never been seen in sport.”
“My love for the Maple Leafs has always been a big part of who I am, and my passion for the team, and the passion of millions of fans, is stitched into this Next Gen sweater,” said Justin Bieber. “I’m grateful to the Leafs for the chance to team up again to create something so authentic for the team and its fans.”
The Maple Leafs introduced the Next Gen games in 2017 to mark a celebration of youth in the community and to unite fans of all ages through the team and the game of hockey, states MLSE.
The annual event is marked with family- friendly programming and including youth participating in many areas of the game’s operation such as team introductions, game entertainment and broadcast roles.
“Since its inception during our 100th anniversary celebrations in 2017, the Next Gen game has become an annual team event where all our fans, young and old come together to celebrate, and in some cases introduce and share their passion with our next generation of Maple Leafs fans. We are excited to be able to take Next Gen to another level with this special uniform designed with our next generation in mind,” said Brendan Shanahan, Toronto Maple Leafs President and Alternate Governor.
“The opportunity to collaborate with Justin and drew house to create such a unique alternate sweater will make it even more special for our fans and the team.”
Brian Jennings, NHL Chief Brand Officer and Senior Executive Vice President, said that this collab is the natural evolution of hockey’s growing touchpoints among younger audiences.
“The League proudly supports the Maple Leafs’ Next Gen jersey and any initiative that uses creativity and innovation to resonate with younger fans,” Jennings said.
The Next Gen uniform becomes the 15th alternate uniform worn by the Maple Leafs in club history. The Maple Leafs Next Gen sweater is available today online for an exclusive retail window.