An Innovative Challenge: Designing Winter Classic Jerseys for Vegas Golden Knights and Seattle Kraken

The National Hockey League (NHL) and Adidas faced a unique challenge when it came to designing the Winter Classic jerseys for the Vegas Golden Knights and the Seattle Kraken. Unlike previous outdoor games, which drew from the rich history of established teams, these two franchises are the NHL’s newest expansion teams. With no historical context to work with, the NHL and Adidas took a creative approach by imagining how these teams would have looked in the 1910s or 1920s and refining those designs.

In the absence of historical records, the NHL and Adidas had to ensure that the jerseys for the Vegas Golden Knights and the Seattle Kraken would be recognized and appreciated by fans. Nic Corbett, director of sports marketing and hockey at Adidas, acknowledged the challenge of designing products that would authentically represent these teams. The goal was to capture the essence of Las Vegas and the Kraken while still evoking a sense of nostalgia and authenticity.

Seattle had a historical advantage in the design process, thanks to the existence of the Metropolitans from 1915 to 1924. The Seattle Kraken’s Winter Classic jerseys drew inspiration from the Metropolitans’ jerseys from 1917 when they became the first U.S.-based team to win the Stanley Cup. The barber pole striping on the jersey incorporated Kraken Midnight Blue, Ice Blue, and Red Alert, with an off-white shade reminiscent of textiles used a century ago. To further align with the Metropolitans, the Kraken logo was modified to resemble their crest, replacing the tentacle with the word “KRAKEN.”

Creating the perfect placement of the modified logo on the Kraken jerseys presented a significant challenge. Nic Corbett mentioned the difficulty of positioning the word “KRAKEN” on the front “S” crest, given the existing limitations. Designers had to find the right balance that would translate well on TV and in 2-D, while maintaining visual appeal and recognition.

The Vegas Golden Knights’ jersey, on the other hand, did not have a preexisting design to draw from. The gray “V” on the crest was inspired by the team’s primary logo and retained its proportions and angles. However, filigree petal accent shapes and a looping decorative chain stitch were added to evoke the early days of Las Vegas showmanship and military insignia. The incorporation of braiding on the jersey paid homage to Bill Foley, the team’s owner, and his connection to West Point.

Both the Kraken and Golden Knights jerseys incorporated felt logos, similar to old varsity jackets, to enhance the vintage aesthetic. While the Golden Knights’ regular jerseys feature shimmery gold, the Winter Classic jersey used a gold-dusted colorway, intended to give an “Old West” vibe. The white in the jersey was also given a vintage treatment, further accentuating the nod to the team’s connection with the Old West.

Additionally, the Vegas jersey featured a cursive “Vegas” on the back and on the players’ pants, adding a touch of elegance to the design. The Golden Knights, like the Dallas Stars and Edmonton Oilers, incorporated brown leather-look gloves to pay homage to hockey’s past. Meanwhile, Seattle’s jersey had “1917” written on the back neck collar, commemorating the Metropolitans’ historic Stanley Cup victory.

To build anticipation for the Winter Classic jerseys, the NHL and Adidas adopted a new strategy this season. They enlisted the help of influencers who sported the jerseys in unexpected places. For example, the Utah Jazz wore the Kraken jerseys while entering the arena, while All Elite Wrestling personality Renee Paquette showcased the Vegas jersey during a broadcast alongside RJ City wearing the Seattle sweater. This generated immediate recognition and sparked debates among fans about the unique designs.

Fans eager to own these unique jerseys can purchase them on the NHL and Adidas e-commerce sites. However, this season marks the end of Adidas’ partnership as the NHL’s outfitter of on-ice uniforms and authentic jerseys. Starting in the 2024-25 season, Fanatics will take over this role. Despite the transition, the NHL’s Senior Vice President of Consumer Products Licensing, Jim Haskins, expressed gratitude for Adidas’ contributions over the past eight years in designing remarkable Winter Classic and outdoor game jerseys.

Designing Winter Classic jerseys for the Vegas Golden Knights and the Seattle Kraken was no easy task, given the absence of historical context. However, the NHL and Adidas approached the challenge with innovation and creativity. By combining elements from the past with the distinct identities of these new franchises, they successfully created unique and authentic jerseys that fans and players alike are excited about.

NHL

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