Ecommerce Merchandising

2026 Stadium Series

2026 Stadium Series

The Spark

The 2026 NHL Stadium Series brought outdoor hockey to new ground—literally. Scheduled for February 1, 2026, the matchup between the Tampa Bay Lightning and Boston Bruins marked the first NHL game ever played in a football stadium in Florida, hosted at Raymond James Stadium. Known for its modern, high-tech aesthetic and non-traditional markets, the Stadium Series called for a bold visual presence. I was tasked with creating product layouts and promotional banners for the NHL Shop storefront and social channels to spotlight the limited-edition jerseys, headwear, and apparel while building anticipation for the marquee event.

The Craft

Using Figma and Photoshop, I designed a full suite of campaign assets—hero banners, ecommerce graphics, and social visuals—built to balance product storytelling with event hype. The creative focused on highlighting premium details like custom embroidery, unique Stadium Series logos, and star players, while maintaining a futuristic, high-impact look aligned with the event’s identity. Each asset was optimized for digital storefront performance, ensuring the apparel felt collectible, exclusive, and unmistakably tied to the Stadium Series experience.

The Win

The campaign delivered a cohesive visual rollout that elevated both the event and the merchandise. The assets drove increased engagement across ecommerce and social channels, amplified excitement leading into game day, and reinforced Fanatics’ role as the engine behind the Stadium Series apparel assortment. The result was a unified brand moment—merging sport, spectacle, and product into a launch that felt as big as the venue itself.