Hockey is Ours
Hillary McLeod // February 1, 2013
After 113 days, and a long Hockey-Night-in-Canada-less fall season, the NHL lockout ended on January 6. The end of the lockout had some fans choosing to boycott this shortened season (48 games) while others were screaming, “Finally!”
Prior to January 6 and throughout the holiday season, the still NHL-less sports fans took solace in the International Ice Hockey Federation (IIHF) World Juniors. The anticipation for this tournament was high despite it taking place in Russia – meaning at least a ten hour difference in viewing time for Canadian fans. Strategically released before the World Juniors was the launch of Nike’s latest campaign, “Hockey is Ours.”
The campaign’s timing was perfect – not only did it capture Canada’s diehard love of hockey, it reinforced it at a time when dedication to the sport was spread thin due to the strike. The campaign features some of Canada’s star players such as P.K. Subban and Steven Stamkos and, as if that’s not enough, it even features a cameo from Russian heartthrob Alex Ovechkin. This campaign can bring a hockey-loving tear to almost any Canadian’s eye and have you chanting “eh, oh, Canada, go,” before you know it. It also served as a reminder that a good hockey game is never far away.
“I watched my little brother’s bantam team and enjoyed what hockey really is about: The love for a sport,” says Mount PR student Alysha Elliot. “It reminded me why I enjoy watching it so much. I missed the NHL, but I hope the lockout showed them they’re playing because they love it and not for the money.”
There is plenty of great hockey right in our backyards, be it watching your siblings or finding a game of pick-up. The Nike campaign found its way into the hearts of Canadian hockey lovers by using the NHL lockout as an opportunity to bring Canadians back to their hockey roots. With the NHL back in full-swing and fans settling into their spots in the stands, on the couch, or at the bar, it is clear that the league has been welcomed back with open arms. This lockout is nothing fans want to see again – although it is proving to be a regular occurrence for the league. But, Canadian hockey lovers are resourceful, and if Nike’s campaign has proven anything, it’s shown that Canadians can find hockey in anything if they try hard enough:
Nike Hockey tweeted, “If someone took away pucks, we’d use frozen hamburgers. What would you use? #HockeyIsOurs.” Some fan responses included: flaming tennis balls, Reese cups, toy cars and even turtles. Well, it’s nice to know we have other options open if we run out of rubber. Just make sure your turtle doesn’t up and run away before you can score a goal.
