Warrior Sports is dropping the puck on a new relationship with Canadian independent agency The Hive, awarding it a creative agency of record assignment with global scope.

Known for its hockey and lacrosse equipment, Warrior – which was founded in 1992 and purchased by New Balance in 2004 – is looking to reposition its brand with a new creative platform. It has brought The Hive on to collaborate on that effort because the agency can “fit seamlessly within our internal team culture,” says Chris Jenkinson, general manager with the brand.

“The Hive’s collaborative culture deeply resonates with how we like to work as we pursue excellence together,” he adds.

As part of its reinvention, Warrior aims to tap into the spirit of change that is hovering over both hockey and lacrosse, “embracing the changing culture within both sports,” says Dustin Rideout, chief strategy officer at The Hive.

“We believe the brand has a tremendous opportunity to lead disruption of the current status quo,” he adds. “The partnership between The Hive and Warrior represents a remarkable opportunity to shape the brand’s future and drive its impact on a global scale.”

“Working in lockstep with a global sports brand like Warrior is an incredible opportunity to shape the culture for good,” adds Sacha Ouimet, executive creative director of The Hive’s Montreal office, which will take the lead on the Warrior business for the agency.

Warrior is the latest win for The Hive, which extended its partnership with Lactalis by adding the iÖGO brand earlier this year – also lead out of the Quebec office – and picked up the AOR assignment for Endy in March.