Training Platform (You Got This)

Maple Leafs

Awareness

Engagement

Drive to Retail

IP Usage

Web Ads

Organic Social

OOH

OLV

Player Appearance

The Toronto Maple Leafs teamed up with Adidas to turn fans' pre-season anticipation into a strategic content series, taking possessive fans behind the scenes to experience Leafs training camp with Matthew Knies. Together we leveraged authentic storytelling and targeted media to inspire fans and athletes to train like their heroes - driving awareness, deepening engagement, and converting passion into action. Adidas has taken over the Training Camp narrative by spotlighting elite off-ice performance and building cultural relevance through social-first storytelling and dynamic media.

THE PROBLEM

Adidas' brand needs to build awareness with fans beyond the 4 walls of the arena.

THE ASK

Create an ownable platform that reveals how Adidas shows up for players outside of gamedays.

CREATIVE INSIGHT

Fans mostly see their players on the ice, and may overlook the hard work at the gym that goes into training for on ice moments.

THE IDEA

Leafs Training Platform: Organic social content series taking fans behind the scenes of players pre- season training - showing fans what it really takes for the Leafs to earn their stripes.