HPR2 Launch
Designed for the Passionate, Not Just the Pros
Most hockey equipment caters to top-tier athletes, but STX recognized the need to support the majority of players striving to reach that level. For their seventh major release, we created a campaign that celebrated the dedication of everyday players, marking a departure from their NHL-focused approach.
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For the Love of the Grind
The HPR2 campaign was all about connecting with the heart of hockey—players who are hungry, powerful, and relentless, even if they’re not a professional. The design reflects the grit and passion of young athletes, especially in places like Canada where hockey is life. The dark, gritty textures and bold red accents symbolized the grind of these players day in and day out.
This campaign was about honoring the drive and hustle of real players. By telling their stories through video and interactive digital content, we made it clear that STX sees and respects them. It’s more than just equipment—it’s about inspiring young players and building loyalty with those who love the game as much as STX does.
