NHL Custom Kicks

As part of the NHL Social Media team’s content strategy for the 2023 Stanley Cup Final between the Florida Panthers and Vegas Golden Knights, I led a high-impact, first-of-its-kind content activation that brought together culture, creativity, and fandom. I originated and executed a campaign that featured a custom sneaker artist “Kickstradomis” designing personalized shoes for stars Jack Eichel and Matthew Tkachuk—each pair inspired by the players’ personalities and their respective team markets.

This initiative showcased the NHL’s ability to meet younger, style-conscious audiences where they are, and was executed in partnership with BR Kicks and Adidas Hockey to amplify reach and demonstrate sponsor synergy. I managed the project from concept to delivery, navigating approvals and coordination across NHL team executives, player representatives, and internal league stakeholders.

The activation earned wide social engagement and positioned the NHL at the intersection of sport and streetwear culture—expanding relevance during its premier event.

Telling the Story of “Kickstradomis”

A standout element of the campaign was having the custom sneaker artist on-site to personally deliver the finished designs to each player—creating a compelling, authentic moment that elevated the emotional impact of the project. We captured these interactions through short-form feature videos that not only told the story behind each sneaker’s design, but also gave fans a rare, behind-the-scenes look at the players’ personalities, passions, and connection to their respective markets. This storytelling approach added depth, boosted engagement, and reinforced the NHL’s cultural relevance during its marquee event.