HOCKEY IS.
Focus Shift.
The first step in changing hockey culture is shifting how the game is perceived. It’s not about altering the game itself, but transforming the lens through which it's presented.
Many of the elements needed to evolve hockey already exist, both within and around the game. These overlooked aspects need to be brought to the forefront—no matter how small.
By identifying, elevating, and amplifying these hidden elements, the sport can be redefined.
Hockey is stylish. Hockey is urban. Hockey is humorous. Hockey is personalities. Hockey is swagger.
These overlooked elements will be pulled from the shadows and pushed into the spotlight. It’s time to break the unwritten rules and acknowledge what’s been ignored. Instead of silencing the rebels, they will be embraced.
Hockey Is.
For too long, hockey has been defined by what others said it should be.
But now, hockey is in the eye of the beholder. However it's seen, that’s exactly what hockey becomes.
For those discovering it for the first time—hockey is about to blow their minds.
Hockey celebrates those who dare to enjoy the game their way. It’s full of personality, even if it hasn’t realized it yet.
Canada’s game has always been cold. Now, it’s about to get cool.
