The latest OVO x NHL collab is back, with the Drake co-owned lifestyle brand leaning into digital storytelling to drive interest.
The collection includes hoodies, hats, tees and varsity jackets, co-branded with the OVO (October’s Very Own) owl insignia, and marks the return of Leafs enforcer, Tie Domi (below), who was featured in the 2023 collab alongside his son Max and ex-Blackhawks great Chris Chelios. For the 2025 launch, the apparel brand also tapped former NHLers Craig Berube, Joe Kocur, Ken Daneyko and Rob Ray. Associated creative from the players’ POV talks about pride in wearing the jersey and never getting complacent about your spot on a roster.
Michael Kerr, chief product officer at OVO, tells strategy the selection is a nod to the league’s legacy and cultural influence.
“(The campaign) focuses on telling the league’s story through the perspective of our consumers and expanding the NHL’s global reach,” Kerr explains. “For us, collaboration is an excellent way to build a narrative and position OVO as a premium lifestyle brand. Our collaboration aims to represent the diverse aspects of our multifaceted consumers and ensure they feel included in every environment.”
The focus is primarily on digital storytelling and celebrating the former NHLers’ connection to the game, while giving hockey fans the chance to represent their favourite teams and carry the legacy forward.
As Kerr says, every collaboration starts with a story. “In this case, we aimed to reinterpret the NHL through the eyes of dedicated fans,” he says. “Our goal was to show how fans can represent their team in everyday settings. For example, taking the die hard uniform of a hockey jersey and hoody underneath in a hoody simply, emphasizes the diehard NHL fan’s desire to wear their favourite team daily.”
Earlier this year, OVO appointed Toronto agency That Good as its AOR for marketing, social media and XM.
In January, the fashion brand dropped the 99 Collection, celebrating the Gretzky Hockey School founded by Wayne and son Ty.
Last year’s October’s Very Own x NHL Winter ’24 “All-Canadian” capsule collection featured William Nylander of the Toronto Maple Leafs.
(with files from Laurie Wilson)
