creating culturally influenced merchandise to celebrate the la kings legacy and future
2021 alternate jersey launch campaign
The APPROACH
The silver helmet needed to be King. As a supporting color in our brand, we wanted to highlight the details of this brought in through the jersey and gear aesthetic. The helmet was brought in after being first featured in the Stadium Series jersey release and faced mixed reviews. The collection was part of larger merchadising effort with a focus on bringing back our heritage marks.
My Role
Creative director
Adidas liaisoon
Key art designer
Photography director
Content launch strategist
The Results
The jersey sold out within a month of launch - surpassing the previous alt jersey performance
The success of this jersey has lead to additional merchandise lines supporting the campaign
Ticket Sales on the debut night were 20% above expected sales on debut
The jersey and customization lettering has had to be reordered twice as many times as comparable jersey lines
2019-20 Stadium series launch campaign
The approach
The goal was to generate excitement around the limited run Stadium Series jersey and merchandise line during the 2020 Stadium Series in Colorado. El Segundo, home of the LA Kings practice facilities, was also home to one of the largest factories producing P-51 fighter planes during WWII. The chrome helmets are inspired by the chrome plane bodies and the LA mark is a culmination of the LA Kings crest lettering.
My Role
Campaign director
Creative director
Photography director
Social marketing strategist
Talent manager
Costume and prop designer
Storyboard designer
Press and media manager
The Results
Highly anticipated launch with the first silver helmet released in the league
Jersey sales goals surpassed initial goal leading to increased spend on supporting merchandise still sold in store today
Set standard for jersey release campaigns for Stadium Series across the league
Bucket List Item : Renting a plane for a shoot realized