Phoenix Suns Had a Fashion Show for Their New Uniforms (PHOTO)

by August 16, 2013

The Phoenix Suns’ marketing department trotted out some of the team’s players for a fashion show, as they unveiled new uniforms for next season. Yes, sleeves are coming to the Valley of the Sun. Per the AZ Republic: “For more than two years, a team of tastemakers from the NBA, the Suns, adidas and Phoenix-based Fisher design firm worked on the three new uniforms — all with more minimalist designs and more high-tech fabrics, and one with sleeves — unveiled Thursday night at a press conference at Scottsdale Fashion Square. […] For the fourth time since the team’s founding in 1968, the Suns have a new look to go with their revamped roster and refreshed set of logos, this time with aesthetic choices highlighting the team’s uptempo style of play, their historically bold color palette and the sun image and its associations, according to team president Jason Rowley. ‘We wanted to update the look, modernize the look, but also tie it back to the past and the legacy of the team,’ Rowley said. ‘We’ve got a lot of good, young players who are going to be the future of this team. It’s a new era and no better way to launch a new era than with new jerseys.’ The new look is called ‘Speed of Light,’ moving focus away from the ‘Phoenix’ element of the team’s identity and refocusing it on the actual sun, according to Leon Imas, creative director of content and identity at adidas. ‘It’s hot in Phoenix, so much so that the sun is like another citizen in the city’s culture,’ Imas said. Gone is the color-blocking, oversized graphics and blocky text. Instead, the uniforms are essentially monotone, with a nod to the Charles Barkley-era speeding sun concept, and a stylized return to the Dick Van Arsdale-era sun on the bottom outside of the shorts, although not nearly as short. The designs are filled with ‘discovery points,’ or little details that help tell the Suns’ story, Imas said.”