Justin Bieber teams up with NHL for All-Star Game jerseys in bold collaboration (ct)

The collaboration is causing controversy on social media.

Justin Bieber donning one of the jerseys he designed for the NHL.X, Justin Bieber News.

In a surprising but not entirely shocking move, global pop sensation Justin Bieber has joined forces with the National Hockey League (NHL) and Adidas for a unique collaboration ahead of the 2024 NHL All-Star Game in Toronto on February 3.

Adidas, marking its final year as the NHL’s jersey supplier before Fanatics takes over next season, partnered with Bieber and his clothing brand Drew House to create a distinctive set of four jerseys.

Each jersey represents one of the four teams participating in the All-Star Game, featuring vibrant colors – blue, red, yellow, and white.

The jerseys showcase a bold design with a prominent jersey crest on the front, visible stars, and Adidas’ signature three stripes down each sleeve. They also feature a large NHL shield with bubble letters and enlarged dimensions, making them a standout addition to the league’s iconic All-Star collection.

Bieber and the NHL are becoming constant collaborators

This collaboration follows Bieber and Drew House’s involvement in designing the Toronto Maple Leafs’ current black third jersey. The NHL, Adidas, and Drew House previously collaborated on a reversible alternate jersey for the Maple Leafs, which saw considerable success.

Brian Jennings, NHL’s Chief Brand Officer and Senior Executive VP, expressed excitement about bringing a “bold, fashion-forward look” to the All-Star jerseys, stating that the vibrant colors complement the youthful talent gathered for the event in Toronto.

Merging sports and youth culture

Nic Corbett, Director of Sports Marketing and Hockey at Adidas, highlighted the collaboration’s unique opportunity to merge sport and youth culture seamlessly.

The 2024 NHL All-Star jersey collection is now available for purchase through various online and physical retailers, including adidas.com and nhlshop.com.

The bold and distinctive design has garnered mixed reactions but promises to add excitement to the upcoming All-Star Weekend.