Colorado releases “New Day” jersey ahead of 2023 season
It’s safe to say the Colorado Rapids’ new away jerseys will stand out.
On Wednesday, the club revealed its secondary jerseys for the 2023-2024 seasons, titled “New Day.” Created in collaboration with Adidas and Denverbased artist Pat Milbery, it represents the first time a local artist has contributed to a Major League Soccer jersey design.
Milbery, a professional snowboarder-turned-artist, incorporated Colorado’s sunrises and sunsets as the inspiration, and added in his notable street-art style. The jersey features various shades of blue in geometric shapes, gold trim on the bottom and sides, and the collar and shoulder feature a red similar to the state flag’s. There is a geometric heart on the bottom of the jersey, and a circular sunset on the neckline.
The team is partnering with Mental Health Colorado and Uchealth to support mental health and amplify awareness, as the Rapids will donate $25,000 to various non-profits in the state throughout the season.
“In our drive to be the heartbeat of sport in Colorado, we are proud to work with a local artist in Pat Milbery on this kit launch, and even more importantly, to raise awareness and help tackle a significant issue facing our community as a whole,” Wayne Brant, Rapids president of business operations said in a team statement. “With the New Day Kit, we see an opportunity to once again connect directly with our state by using Colorado’s stunning landscape as the inspiration for the jersey, while working with our local partners to bring attention to a mental health crisis that affects so many.”
Teams get newly-minted jerseys every two seasons, and the process to design the New Day uniforms began in 2021. Rapids’ creative director Jordan Rothrock wanted more than just a nature element this cycle. Unifying Milbery’s art with that subject proved to be a hit with the three-person team from Adidas assigned to work with the Rapids.
Milbery is the artist behind the “Love This City” murals in Denver, one of which was prominently featured on Santa Fe Drive last year, in addition to designing a number of interior murals.
Rothrock believes it will be a huge hit with fans.
“I looked Adidas square in the eyes and said, ‘ This will be our best- selling jersey in history,'” he said.
Colorado opens the season at Seattle on Feb. 26.