NEW YORK – Major League Soccer today announced its newest annual platform, “Jersey Week.” This concept, which will be implemented in MLS markets across the United States and Canada, celebrates the art, detail and nuance behind every club’s jersey and the passion that supporters have for their club.
Jersey Week will take place February 25-28, 2013, with a national launch event taking place in New York on February 25, in conjunction with the New York Red Bulls. Artist Curtis Kulig will be unveiling original pieces of art featuring the 19 MLS clubs at this event. In addition to the national event, there will be 11 local events where MLS clubs will unveil a new primary, secondary or third jersey.
Every year will see a new thematic. This year’s theme, “Jersey as Art,” will allow clubs to share the story behind the making of their new jersey with their supporters and will focus on the art and detail that went into the collaborative process with adidas, MLS’ official merchandise partner.
“Soccer supporters are extremely passionate about everything involving their club,” said Maribeth Towers, senior vice president of consumer products for MLS. “But the jersey might be first and foremost. It is the crest that is closest to their heart. Jersey Week will celebrate the soccer jersey. Every stitch, every minor detail, every shade is designed in collaboration between the club and our partner at adidas. We’re excited to unveil Jersey Week for our supporters.”
Twelve MLS clubs will unveil at least one new jersey in 2013. Starting in 2014, all 19 MLS clubs will unveil at least one new jersey (home, away or third kit) every single year.
In advance of Jersey Week, jerseys that will be unveiled will be available for pre-order on MLSgear.com and MLSGearCanada.ca -- using teaser images -- starting today. There will also be Jersey Week coverage on MLSsoccer.com and a social media campaign using the #JerseyWeek hashtag.
MLS will join efforts with the Futbol Artists Network (FAN) as they create the “True Colors” of MLS. Artists from across the United States and Canada will create canvas art, utilizing club marks, club colors and jersey teaser images. The “True Colors” artwork will be featured via MLS social media platforms in the two weeks leading up to Jersey Week using the #TrueColors hashtag.