Love it or Leaf it: Toronto teams up with Justin Bieber for new jerseys

The Toronto Maple Leafs will debut their Next Gen uniform on Wednesday, created in collaboration with Canadian pop icon Justin Bieber.

The first reversible jersey in North American professional sports was designed in partnership with Adidas and the NHL. It features the main crest with a shibori-inspired print and the Toronto skyline woven into the stripes on the jersey arms and uniform socks.

The reversible version features a ‘drawn house’-inspired version – the Bieber trademark – with a gold border, featuring elements of the drawn house motif inside the classic Leafs logo.

“My love for the Maple Leafs has always been a big part of who I am, and my passion for the team, and the passion of millions of fans, is stitched into this Next Gen jersey,” Bieber said in a statement. “I’m grateful to the Leafs for the chance to team up again to create something so authentic for the team and its fans.”

Wednesday’s Next Gen match is part of an annual tag team event established in 2017.

“We’re thrilled to be able to take the next generation to another level with this special uniform designed with our next generation in mind,” Leafs president and alternate governor Brendan Shanahan said.

“The opportunity to collaborate with Justin and create a unique alternate jersey will make it even more special for our fans and the team.”

The Next Gen Games began in 2017 as a celebration of youth in the community to unite fans of all ages across the team and the game of hockey. The annual event features family-friendly programming and sees young people participate in several areas of game operation, including team introductions, in-game entertainment and broadcast.

Ryan Good, the creative director and co-founder of Draw House, called the opportunity to partner with the Leafs “a dream come true.”

“Our lifestyle collaboration with the Leafs last fall was hugely popular and we couldn’t be more excited to literally make history with this jersey for the team we love,” said Good.

The Next Gen sweater is made from materials that contain at least 50% recycled content. Adidas Hockey’s ADIZERO Primegreen Authentic NHL jerseys were unveiled for all 32 teams this season.

The Next Gen uniform becomes the 15th alternate uniform worn by the Maple Leafs in club history.