The challenge:
Awareness of Field Hockey in the USA is relatively low, and the perception is incorrect.

If you say “hockey” in the States, the vast majority of people will think you’re talking about Ice Hockey. Add to that the perception that Field Hockey is just for rich white girls, and you have a sport with some challenges.

The insight:
Taking the road less travelled is often appealing.

Sure, there are the well-trodden paths of (American) Football, Baseball, Basketball and Soccer. But there’s something awesome about choosing not to follow the herd; to ‘zig’ when the rest of the world ‘zags’.

The idea:
Dare To Differ.

There’s a Field Hockey team waiting to be called yours. Pick up a stick and join the minority of millions that ‘get it’.

The execution:
The 90 second commercial aired on ESPN.

And the campaign rolled out across all social media channels. We’re excited see where the campaign “Dares To Grow”.