SkipTheDishes is adding to its clothing lineup, allowing fans to literally gear up for the NHL season.

The brand’s new “Skip GameTime Tarp” is part of continuing efforts by the delivery network to own the pre-game moment. The top is made with absorbent fibres and includes a towel-lined front pocket to facilitate snacking.

The brand also had fun earlier this year with creative centred on “Playoff Pants,” another cheeky piece of activewear for playoff viewing that eliminated the need for couch potatoes to leave their seat to find a napkin during a game.

“As a Canadian company, we’re constantly reimagining the at-home hockey viewing experience and the ways we can elevate it,” says Phil Sylver, head of creative, brand and content at SkipTheDishes. “‘The GameTime Tarp’ is a testament to our team’s understanding of true fandom and how Skip can make these moments even more fun.”

Skip re-enlisted Canadian fashion designer Izzy Camilleri to bring the functional garment to life.

The apparel launches are informed by brand insights that reveal that 70% of fans like to chow down while watching NHL hockey, and that Skip can assist fans who would otherwise risk missing a minute of the action due to a mid-game spillage.

To showcase its new top, Skip partnered with Edmonton Oilers forward, Leon Draisaitl (above), and Olympic Champion, Marie-Philip Poulin (below) to demonstrate its function and capability in their newest creative set to air on Oct. 14.

The move continues Skip’s ice rink-related efforts since being named the official food delivery app of the NHL in 2021 and which included 2023 playoff creative starring Toronto Maple Leaf winger and Skip ambassador Mitch Marner.

Skip tapped directing duo The Jerk Store, from The Deli, to return to direct the sequel to “Playoff Pants.”

Skip’s integrated NHL marketing strategy also includes TV spots on both conventional and in-game broadcasts, in-arena brand presence across Canada, and digital activity across social media, online video and more. UM was involved with the media buy for this campaign.

Skip also launched an “Order. Shoot. Win.” contest through its ordering app, which prompts fans to take their shot at winning a variety of hockey-linked prizes, including a $5,000 all-expenses paid trip to the 2024 Rogers NHL All-Star Weekend in Toronto.

This summer, the brand announced it hired Rachel MacAdam as its new VP of marketing, taking on a role held by Cheryl Radisa.