/Case Study
Just Do Hockey
/CHALLENGE
Hockey has always had a strong emotional connection to Nike, even after the brand stepped away from the sport. The challenge was to explore whether that connection still existed and what a modern return to hockey could look like through design, culture, and storytelling.
This was not a traditional campaign or product launch. The goal was to create a proof of concept that felt authentic to the hockey community, sparked conversation, and tested cultural interest without selling anything or positioning itself as an official brand initiative.
/ROLE & APPROACH
Just Do Hockey was created and led by CJ Gamble. I joined the project as a creative partner, collaborating closely with CJ on concept development, visual direction, and execution across the life of the project.
We treated the work as a long-term creative exploration rather than a short burst of content. Over two years, we reimagined what Nike hockey could feel like through conceptual product design, visual storytelling, and culture-first ideas that resonated with players and fans.
The project lived primarily on social platforms, with Instagram as the main channel, supported by YouTube and Facebook. There was no website and no paid promotion. Everything was built to grow organically through authenticity, quality, and relevance to the sport.
Throughout the project, I contributed extensively to creative execution and design, including work that was never publicly shared due to its sensitivity and the involvement of active professional players.
/RESULT
Over time, Just Do Hockey gained widespread organic attention within the hockey world. The project was shared broadly and received public engagement from professional athletes, cultural figures, and fans of the sport. Custom conceptual work was created for elite players, and the project became a recognizable creative presence within the community.
While the exploration ultimately came to a pause, the response made one thing clear. The interest was real, the momentum was organic, and the appetite for a future Nike presence in hockey still exists.
/Services Provided
/CASE STUDY
Just Do Hockey
/CHALLENGE
Hockey has always had a strong emotional connection to Nike, even after the brand stepped away from the sport. The challenge was to explore whether that connection still existed and what a modern return to hockey could look like through design, culture, and storytelling.
This was not a traditional campaign or product launch. The goal was to create a proof of concept that felt authentic to the hockey community, sparked conversation, and tested cultural interest without selling anything or positioning itself as an official brand initiative.
/ROLE & APPROACH
Just Do Hockey was created and led by CJ Gamble. I joined the project as a creative partner, collaborating closely with CJ on concept development, visual direction, and execution across the life of the project.
We treated the work as a long-term creative exploration rather than a short burst of content. Over two years, we reimagined what Nike hockey could feel like through conceptual product design, visual storytelling, and culture-first ideas that resonated with players and fans.
The project lived primarily on social platforms, with Instagram as the main channel, supported by YouTube and Facebook. There was no website and no paid promotion. Everything was built to grow organically through authenticity, quality, and relevance to the sport.
Throughout the project, I contributed extensively to creative execution and design, including work that was never publicly shared due to its sensitivity and the involvement of active professional players.
/RESULT
Over time, Just Do Hockey gained widespread organic attention within the hockey world. The project was shared broadly and received public engagement from professional athletes, cultural figures, and fans of the sport. Custom conceptual work was created for elite players, and the project became a recognizable creative presence within the community.
While the exploration ultimately came to a pause, the response made one thing clear. The interest was real, the momentum was organic, and the appetite for a future Nike presence in hockey still exists.
/Services Provided
/Project Highlights
