Kings Chief Operating Officer Kelly Cheeseman had an integral role in the development of the new Kings jersey that was unveiled on Tuesday…53 days ahead of the 2014 Coors Light NHL Stadium Series™ match-up between the Kings and the Anaheim Ducks at Dodger Stadium.
He answered the following questions from LAKings.com:
Q: Can you talk about the process that it takes to create this “look” for the Outdoor Game?
A:This jersey was a collaboration with our partners at the NHL and Reebok. A few brainstorm conversations about colors and concepts led to an initial proposal of look and feel options designed by Reebok. Three options were presented to us, along with a scope of logos within our current brand profiles. This logo was part of the revealed chrome series for the Stadium Series. Because of the design of the chrome logo we felt our crown was the best choice for our jersey and was a nice acknowledgment to our history.
As a group we chose a pattern of look and feel we liked best that was an adaptation of various designs and our current jerseys. We then received color swatch samples and follow up final designs for sign off. The final jersey was provided to us before production. We show our ownership group as well as a few members of the team for final opinion. The whole process took about three months.
Q: Who is all involved in that process?
A:The NHL Marketing and Jersey Department, various Kings executives, equipment staff and Reebok all worked together for the whole uniform design.
Q: What do you think is the biggest challenge?
A: For this jersey it was timing. Typically jersey planning takes a couple of years for full mass production capability. This jersey was a matter of a few months.
Q: What do you think is the biggest misconception?
A: Your ability to have flexibility is very limited. Limited cloth colors and materials as well certain logo trademarks all impact some of the creative designs that you may have in mind.
Q: How satisfied are you with the final look?
A:We are very satisfied with the final look. We will be one of the only NHL teams that has ever worn a grey color pattern. It’s in line with some of the most popular jerseys our fans have asked for over the years and the chrome logo is a perfect fit for our silver crown. We think our team and fans will really enjoy this jersey for one of the most historic games in our history. The Kings and Ducks will face off at the iconic stadium at 6:30 p.m. (PT) on Saturday, January 25, 2014. Tickets are currently on sale via Ticketmaster.com and Ticketmaster.ca, the official ticket marketplace of the NHL.