The Concept
The Moose Knuckles x NHL collaboration brought together two icons of Canadian heritage in a partnership built on shared roots. The collection paid tribute to hockey culture and the cities that live and breathe it, translating the energy of the rink into outerwear designed for the people who love the game. For Moose Knuckles, the partnership was a chance to deepen the brand's connection to its Canadian DNA while extending its cultural reach into sport, broadcast, and a fanbase that spans North America.
My Role
I served as the primary lead on the collaboration end to end, owning the launch strategy and integrated communications plan from concept through execution. The work spanned partnership coordination with the NHL, sourcing and securing campaign talent, developing the launch narrative, and building a fully integrated rollout across PR, influencer, events, and earned media. I wrote and distributed all press materials in-house and managed the campaign timeline across internal teams and external partners to ensure every touchpoint reinforced the partnership story.
The 360 Strategy
Press and Editorial.
I owned the press strategy for the launch, securing editorial coverage across fashion, lifestyle, sport, and Canadian culture publications. The campaign press release was written and distributed in-house, with strategic outreach to outlets that bridged the worlds of fashion and hockey to reach both audiences with a single narrative.
Talent and Partnerships.
I led the talent strategy for the collaboration, identifying and securing partners whose cultural credibility extended the reach of the partnership beyond the obvious sports audience. Each talent decision was made to balance hockey authenticity with broader cultural relevance.
Influencer Activation.
I developed the influencer rollout across paid and organic, working with creators in fashion, sport, and lifestyle to build content that translated the collaboration for distinct audience segments. Briefs were built to prioritize narrative over reach, ensuring every post felt rooted in the partnership's story rather than treated as a transactional placement.
Events and Activation.
I led the event strategy supporting the launch, coordinating brand moments designed to bring the partnership to life for media, talent, and consumers. Programming, content capture, and post-event amplification were all built to extend the campaign beyond the launch window.
THE RESULT
Drove significant editorial coverage across fashion, lifestyle, and sport media in North America
Generated creator content that resonated across audience segments not traditionally engaged by either brand alone
Reinforced Moose Knuckles' positioning as a brand rooted in Canadian heritage with global cultural reach
Established a model for future cross-category collaborations with cultural and sport partners