Major League Heroes: Major League Heroes

Major League Socks is a sports apparel company that puts faces of professional hockey players on socks, and they rely on the NHL season to generate excitement and sales. When hockey shut down due to COVID, their business ground to a halt. To respond, we created a unique, direct interaction with Canada’s hockey community, transforming them from sports fans into advocates for Canada's frontline healthcare workers "Major League Heroes" socks. The entire hockey community rallied around the cause, with the collection selling out and raising $10k for The Canadian Red Cross at the height of the pandemic.