NEXT GEN GAME

SUMMARY

A major focus for the Toronto Maple Leafs was to reach new audiences outside of sports. The Next Gen Game presented an opportunity to engage a younger audience, and have them experience hockey through a different lens by intersecting the sport with pop culture, music, and fashion.

In collaboration with Justin Bieber and drew house, the Leafs introduced the first reversible jersey in North American sports, and the reversible quality of the jersey was leveraged to create the Flipside — a unique visual identity for the Toronto Maple Leafs crafted specifically for the Next Gen Game which would be seen and experienced across digital channels, in-arena, retail spaces, and on the TV broadcast. The look and feel takes on a playful aesthetic and introduced new design elements, colours, patterns, and playful 3D player models all designed with a wider audience in mind to push the brand globally.