New Jersey Devils Third Jersey AR Campaign and Fan Experience

The New Jersey Devils announced the historic release of the organization’s first-ever third jersey, and Groove Jones helped launch the design with an AR campaign.

The Devils launched the franchise’s first-ever black jersey, trimmed in white with touches of red, which weaves together Jersey pride, Devils’ history, and the state’s professional hockey heritage. The jersey was created in collaboration with the New Jersey Devils, NHL, and Adidas and guided by the Hall of Fame goaltender, Martin Brodeur, who is the winningest goaltender in NHL history and the team’s backstop to three championships. He now can add Jersey Designer to his illustrious resume.

The Devils built an aggressive and wide-ranging promotional program that incorporated third jersey branding and an associated merchandise line over a series of events, promotions, and advertising campaigns over the past several months.