When adidas wanted to launch an alternate uniform design with sleeves, I knew the fans would not be thrilled about the change.
So, we at least had to make it LOOK good.
We decided to host an exclusive unveil party that transpired into a season-long campaign celebrating Celtics history. The launch event was a huge success with media and VIP Season Ticket Members in attendance, and the campaign was well-received on social media, digital, video and in arena. Aside from the fact that the uniform had sleeves, everything was a hit.