Hockey is crazy styles, trick shots, gunning for the Cup.
This year's campaign for the NHL on Sportsnet breaks with tradition and focuses on fun, player personality, and individuality. We're seeing players break out of the old suits and push the boundaries of acceptable hockey fashion.
"PK! He's got some crazy style". - Jack Hughes
A new generation of players are coming up who are highly skilled, exceptionally fast, and want to make their own mark.
Our design team pushed us into a new look that is urban, dynamic and fun - using a variety of approaches to typography, collage, colour and cartooning.
This campaign is just getting started, but here's the look at the first wave. More to come.