NIKE x HOCKEY CANADA
The Nike “See Thee Rise” experiential campaign was developed to celebrate the next generation of elite Canadian hockey players — hand-selecting top junior talent from across the country for an exclusive, invite-only training session with some of the most respected coaches and performance experts in the game.
The program was rooted in the spirit of national pride and personal ambition, drawing inspiration from the lyrics of O Canada and aligning with Nike’s partnership with Hockey Canada and the unveiling of the new national team jersey.
Working within the “See Thee Rise” visual identity system, I designed a personalized direct mail invitation for each selected athlete — a premium, custom piece that conveyed the prestige of the experience and set the tone for what was to come. The design blended Nike’s bold, modern aesthetic with Hockey Canada’s iconic visuals, creating a powerful first impression and emphasizing the honour of being chosen.
To build excitement and maintain the element of mystery, I also designed the full wrap for the bus that transported players to a secret training location. The vehicle became a moving extension of the campaign — turning heads, building anticipation, and reinforcing the elite, behind-the-scenes nature of the event.
From the moment the invitation arrived to the second the players stepped off the bus, every touchpoint was crafted to reflect excellence, aspiration, and the future of Canadian hockey — all through the lens of the Nike brand.
ILLUSTRATION / DIRECT MAIL / PACKAGING / DESIGN
Creative Director:
Stephen Tasker