A major pop star can have a major impact on selling a jersey in a major hockey market. Who knew?
According to Ad Age, the Toronto Maple Leafs have the top-selling jersey in hockey with its black-and-blue design that was made in collaboration with Justin Bieber and his brand drew house.
Bieber, a lifelong Leafs fan born outside of the Greater Toronto Area, helped design the NHL's first reversible jersey, with the design inside being different from the one on the outside used during the game. The inside design was black and yellow, with a Drew-themed Leafs logo with a Leafs wordmark and two eyes above it.
Given the introduction of jersey ads are underway, the fact that a team used the most underutilized portion of its top piece of merchandise to be used as an ad is genius in itself.
The jersey has sold out from many of Toronto's top sports stores. The uniform has only been used once during the Next Gen game on March 23, but the plan is for it to be used in other games over the next few seasons.
Bieber has done quite a bit of promotion on his Instagram account featuring over 230 million followers. And with much of his fanbase buying any merch he puts out, you have to imagine many non-hockey fans have latched onto it too.
What a win-win for all parties involved.