Minnesota Hockey
The Association Season 2
Unlike other states where hockey can cost tens of thousands of dollars and requires a plane flight every weekend to find competition, here in the State of Hockey the structure is in place for girls and boys to play for their towns, and with their buddies, all the way from Mites to High School. But hockey parents are hockey parents, and they’re only getting crazier. In a keep up with the Joneses world, the Minnesota model needs to be preserved, protected, and celebrated.
Minnesota Hockey reached out to Pulltab Sports to dig a moat around the Minnesota model. Believing if community-based hockey is a natural resource and our superpower, they should do anything possible to preserve it.
We started the process with an important strategic shifts:
Shift the order of importance to make “Celebrate” the key to protecting the Minnesota model.
When working with an organization like Minnesota Hockey it would be easy to get tangled up in the red tape and try to argue or debate your cause. The problem with that, is every hockey parent / hockey player relationship is different. There is a diminishing return to making an academic or political case about how the Minnesota model is the right way to do things, or the only way to do things.
Instead we chose to celebrate instead of argue our way to victory. The Association content series showed both the difference and the magic of community based hockey in the State of Minnesota. The result was so unique that the NHL Network picked it up to run on their channel at the end of the first season.
The Association
Minnesota Hockey selected 4 communities that are growing the game the right way, and we created a content series that celebrated these communities.