AGENCY: For Good and Company
CLIENT: adidas Hockey
ROLE: Director of Strategy and Communications
In 2022, adidas decided to double down on the NHL Reverse Retro program and partnered with us to outdo the success from the year one launch.
Knowing that hockey’s rise was coming from those that don’t consider themselves fans, we honed in on the intersection of sports and fashion to transcend traditional hockey culture by focusing on the magnetic pride that binds teams, fans and hometowns together.
By orchestrating a cohesive release between 32 teams throughout 32 cities with over 200 pieces of hyper-localized content, our Reverse Retro sequel took over the noise and, again, became the most talked about jersey launch of all time.
#1 Trending Hashtag on Twitter in Canada and #2 in the U.S.
11.8M Reach
3.1M Interactions
50K Mentions
