Arizona Coyotes Bring Inclusivity To Hockey In Latest Rebrand

In July, the National Hockey League’s Arizona Coyotes appointed IPG's MullenLowe Los Angeles as its new agency of record. 

The agency was tasked with creating a new brand identity and brand positioning for the Coyotes, designed to showcase not just the team’s prowess on the ice, but its multicultural approach and commitment to its community. And its determination to become champions.

The rebranding work has now been unveiled and celebrates diversity in a fresh approach the NHL has not seen before, according to the agency.

“Real-life stories and diversity showcase what can make the game a more representative, dynamic and aspirational sport for communities that may have never imagined having hockey at their doorsteps,” the agency states about the new approach.

The campaign elements include several pieces of film, OOH, paid digital partnerships with Spotify and Pinterest, an interactive AR filter for Instagram and in-game activations.



“By using the tools of our brand’s platform to elevate hyperlocal stories, we invite the next generation of hockey fans across a universal spectrum, one truly representative of our region, into our pack,” said Tania Moreno, senior vice president, marketing at the Arizona Coyotes.

“The creative strategy was birthed behind the ethos that the Coyotes play with a winning culture versus winning hockey,” said Fabio Brigido, head of design at MullenLowe. He added the brand “invites culture on and off the ice.”


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