Game on: Nike shows support for Canada's hockey fans

Canada – As labour disputes continue to hold up the regular North American hockey season, Nike Canada has released an ad with a simple populist message: ‘Hockey Is Ours’.

A lockout that began in September has left hockey fans out in the cold this season. Players have been forced to leave the National Hockey League, and some have relocated to Russia. The delayed season has even had an impact on other areas of the Canadian economy, with NHL sponsor Molson Coors reporting declining sales in its beer.

Nike’s ad steps in to cheer up fans disillusioned by the conflict. Featuring star players and regular folks, the ad revels in the game’s fighting spirit. It’s also targeted specifically at Canadians, spinning resentment over the delayed season into a reflection of the nation’s toughness.

With the ad, Nike jumps into the controversy on the side of the average fan, a strategy we describe in our Brandstanding microtrend.