When adidas took over as jersey sponsor for the NHL, the brands wanted to celebrate the new style, culture, and energy of the partnership with a jersey reveal to remember.

After pulling the curtain off the new kits, guests were welcomed to get up close and personal with the new jerseys.

An entry full of artist series helmets greeted attendees as they entered the space.

Everything culminated in a rowdy performance by artist Desiigner. The event successfully drove hype, brand affinity and ultimately a desire for the product.