![]() So if you think back to when we had the Nordiques look on the Avalanche, the dream was an Avalanche-Canadiens matchup, and it couldn’t ever materialize. The teams were only playing within their division. It was right in the heart of the pandemic, right? It was December of 2020 when it launched. And, by the way, it wasn’t optimized in the way that we initially conceived. To some degree, there were haves and have-nots the last time around, in terms of who won Reverse Retro. Near: So, the sequel of the Reverse Retro is interesting because everyone has a little bit of hindsight. ![]() Salvian:Were there some teams you had to convince to do certain things to push that envelope a little bit more? How did some of that collaboration come about? Sometimes they come to the table and they’re further ahead, which makes these collaborations really interesting. And honestly, I think that you go through the Original Six teams, you might like ’em, you might not like ’em, but I think everybody did something interesting this time in their own right. And we had a really engaged and willing partner with the Habs to say, “Yeah, we wanna do this.” So it takes a little bit of courage to do that. It actually ended up being a pretty easy call on the Adidas end of things. Do we wanna live really, really, purely within the guardrails of Reverse Retro, as far as what you’re allowed to do and what you’re not? Or do we want to do something that we think would make people in Montreal go crazy, give the fans something that celebrates the city’s sport heritage in Montreal and bring in the lighter blue?” And I think you take the Canadiens as an example where we said, “OK, we gotta make a decision here. Philadelphia is another one that there’s only so much you can do because of the consistency and reverence around these brands. I wouldn’t call it a challenge working with the teams, but to your point, in many cases, it’s just two colors, right? And so you think about what Reverse Retro is - your colors remixed. Gentille:Was it a challenge working with teams that have less history to draw from? ![]() They’re going to wear on the ice.” It’s celebrating your brand, the heritage, that kind of thing. It’s not just about like, “Hey, here’s the jersey. They had the guy with the stereo on his shoulder and a Zack Morris cellphone. That’s cool.” If you saw what Tampa did on their social media this afternoon, they created a video that had throwback 90s vibes to it. In every conversation I have, somebody brings up a dimension that I’m like, “Wow, that’s creative. I saw Hailey tweet earlier today, “Ask me in an hour, and I’ll have a different set of favorites.” And I’m kind of the same way. And maybe people aren’t shocked by it, but there are just so many different formulas and executions here that I could say are in my top five. So think Tampa, think Florida as two that stand out to me as, “Hey, I wasn’t expecting this.” But I’ll tell you what, “Pooh Bear” in Boston for me is just another home run. So I’ve got a real soft spot for the teams that went way outside the expected direction. Having said that, I do believe Reverse Retro is a chance to do something that you don’t see every day that differentiates you from your traditions and your day-to-day brand. I grew up in Toronto, and believe it or not, with all of this disruptive, different stuff, I have a soft spot for traditional looks. Dan, which one’s your favorite? Let’s go. You can listen to the full episode on Apple Podcasts, Spotify or any other podcast platform you prefer. This conversation has been edited for length and clarity. ![]()
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