NHL in NYC, adidas
ADIDAS — MARKETING
the NHL in NYC
Launching adidas’ NHL Jersey Partnership
PARTNER
The National Hockey League
ROLES
Social Strategist
Creative Lead
Project Manager
DELIVERABLES
Concept
Campaign Rollout
Production Plan
Content Plan & Execution
The newsroom was tasked with amplifying the official start of adidas’ NHL partnership in the New York market through localized product-focused social campaigns.
Our goal centered on reaching the nontraditional NYC hockey fan.
OBJECTIVES
Leading on social and creative strategy, I was charged with two primary objectives: to enhance local awareness around the ADIZERO NHL product and drive physical traffic to brand + partner retail. Unique content plans were built for owned, paid, and influencer channels.
DIRECTION
The hockey jersey has been a staple of the hip hop and streetwear community dating back to the 90s. How can we leverage these references to target an audience outside of the core hockey demographic in New York?
Let’s embrace the hockey jersey outside of arenas.
