Pure hockey started as a local mom & pop store in 1994, but in 2016 the company acquired its two largest competitors becoming the number one hockey retailer in the country. Our initiative was to create a new brand position and identity that reflected PH’s core values on a national level. To be successful the refreshed identity needed to nod to the genuine, hard-working, local feel rooted in the company’s DNA while also embracing the contemporary, innovative, and large-scale capabilities of the new brand. Whether you’re a hockey mom or dad, aspiring pro or life-long rink rat, whenever you experienced Pure Hockey, you’d know you were experiencing hockey at it’s best.


A series of brand image ads were created and placed in USA Hockey magazine reaching 200,000 registered hockey players across the country to communicate the new “Pure Hockey,” promote their values, connect with customers on a visceral level and announce the grand re-opening of their national footprint. Vertical ads were also created to sell their various lines of branded apparel.


Membership does have its priviledges! To build retention and show appreciation, a loyalty program was created to reward new and current customers for shopping at Pure Hockey. Customers receieved special incentives, exclusive benefits, promotional items and three levels of savings based on spending. We promoted the program online, in-store and a new app available on Android and iPhones, customized to each user.


To impact sales at the retail level, we created an in-store POP program that demonstrated their commitment to innovation, quality products and best-in-class service through a visually consistent system of striking imagery and clever copy that was benefit driven and facilitated conversation.