Scotiabank Helps Hockey Fans Rep Their Team in Their Own Way

Scotiabank is launching Make It Merch, an initiative to help hockey fans rep their team in their own way. The Bank is inviting fans to customise any piece of clothing with select NHL team patches – because when anything can be merch, anyone can get into the game. 

The idea is born from the insight that you don’t need to commit to buying a jersey, as long as you can commit to supporting your team – whether for a single game, one season, the Playoffs, or for life. Unique and customizable merch has been increasingly trending across sports, and there’s no better time than the Playoffs to show your team spirit. 

Make It Merch is just one part of the Bank’s commitment to improving accessibility, and inclusivity in hockey, through its hockey for all initiative. Since Scotiabank is an Official Sponsor of three NHL teams heading into the Playoffs, patches will be available for the Toronto Maple Leafs, Winnipeg Jets, and Edmonton Oilers in each city.

“Hockey fans across Canada are deeply passionate, and there is no time like the playoffs for fans to come together as a community to support their team,”  said John Rocco, vice-president, global brand management, Scotiabank. “Make It Merch taps into that passion and what ultimately makes being a fan so individually yet collectively special.” 

“Make It Merch is rooted in fandom, and invites fans to show off their team pride and personal style in a unique way,” said Michelle Spivak, group creative director at Rethink. “From customised hats to boots, sweaters to coats, maybe even PJs, everything and anything in between – you are a hockey fan, no matter what team you cheer for or what you’re wearing.”

To help Canadians “merch-ify” items from their closet, select Scotiabank branches in Toronto, Winnipeg and Edmonton will have “At-Home Kits” including patches to “Make It Merch” at their leisure.

In Toronto, Scotiabank and Maple Leafs Sports and Entertainment (MLSE) have come together to rally fans for the Toronto Maple Leafs. Torontonians can visit Maple Leaf Square at the official Tailgate for any home or away games during Round 1 for the chance to turn their existing gear into unique merch. 

“It was important to embody the tenacious spirit of being a sports fan during the playoffs,” added Michelle. “We wanted to show the wonderfully wide range of fans, clothing and possibilities for how to show off your fandom and were able to do that in a series of fast-paced match cuts.”

On sound, Michelle noted, “We took inspiration from fans banging the drum, and tried to bring the electricity that we feel in arenas right into your home through audience cheers, clapping and even stomping. It’s the playoffs – let’s get fired up!”

The campaign will run during Round 1 of the NHL Playoffs and is led on social media, supported with in-branch and owned assets. The Bank’s AOR, Rethink, led the campaign on creative, strategy and PR, with MLSE supporting on XM.