Hockey isn’t cool. The sport is electric, the traditions run deep, and skill level of NHL players is mind-boggling, but one of our jobs is to make hockey more broadly accessible and appealing. In service of this mission, you can’t overstate the power of a dope fit. For the Rangers’ Third Jersey, we used New York at night as the inspiration (because there’s nothing better). For the campaign, the brief was simple: make that connection and make it look cool.

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