Paige Calvert
Adidas Makes its Debut in The NHL By Fuelling Creative Courage in Hockey

Tribal Worldwide Toronto gives Adidas a voice in hockey, one that questions the status quo

The 2017-18 National Hockey League (NHL) season, marks the beginning of a seven-year partnership whereby Adidas is supplying jerseys and uniforms for all teams across the league.

Leveraging Adidas’ Here to Create global brand platform, Tribal Worldwide Toronto created a campaign that will give the brand an authentic voice in hockey. Unveiled across North America, the new campaign rallies the new generation of hockey players and fans, who crave creativity in the sport, and challenges old-school conformity of hockey culture – both on and off the ice.

The launch film features Edmonton Oilers’ Connor McDavid, who is celebrated for his skill and speed, as well as Dallas Stars’ Tyler Seguin, and San Jose Sharks’ Brent Burns, who are both known for their unique personalities and for making surprising plays by taking risks on the ice. True to the brand’s ethos, the campaign doesn’t preach a point of view but rather, through a series of probing questions, challenges the status quo – conformity and over-coaching in a system that’s been accused of breeding hockey robots.

“Adidas has a history of innovation in sports, however credibility in hockey needs to be earned by meaningfully engaging with both players and fans,” says Erin Kawalecki, creative director, Tribal Worldwide Toronto. “The new campaign platform allows Adidas to authentically participate in the debate around creativity in the NHL, while inspiring all hockey players to embrace their individual creativity.”

The 30-second film is supported by digital banners, social posts, page takeovers, and two 15-second spots that drive to retail partners, Dick’s, SportCheck and Lids where the new Adidas hockey jerseys are sold. The new work launched on October 4, 2017 and runs online for the remainder of the hockey season