# Creativity-Highlighting Hockey Commercials adidas' What if Hockey... Campaign Features Superstars By Joey Haar | Published 2017-10-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/what-if-hockey References: [youtu.be](https://youtu.be/EHHRIp7U2Fs) The NHL is looking to embrace social media in the same way that competing sports leagues have, and the league's new commercial with adidas, 'What if Hockey...', shows that desire. The commercial is based around the mantra of "Here to Create," and it features some of the NHL's biggest superstars engaging on social media in creative ways. The What if Hockey... campaign is highlighted by [Edmonton Oilers](https://www.trendhunter.com/trends/showdown-menu) forward Connor McDavid, [Dallas Stars](https://www.trendhunter.com/trends/pnc-bank) forward Tyler Seguin, and [San Jose Sharks](https://www.trendhunter.com/trends/nhl-27) defenseman Brent Burns, three stars in the league. It begins with McDavid finding inspiration for a scoring move on Instagram, and it continues with the three stars posting their own moves and plays through the lens of various social media. The campaign uses smartphone camera recordings, showing the importance that the NHL places on social influence for its stars. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 12% | Activity: 38% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### Why This Trend Is Growing - **Social Media-powered Campaigns:** Explore social media-driven advertising campaigns as a possible growth avenue. - **Athlete-driven Content Marketing:** Adopt a content marketing approach by collaborating with high-profile athletes. - **Smartphone Video Production:** Find opportunities to leverage user-generated content and smartphone video production for marketing purposes. ### Industries Being Reshaped - **Sports Apparel:** Consider partnering with professional sports leagues and athletes to showcase your brand and products. - **Social Media Platforms:** Create advertising and marketing opportunities that take advantage of social media platforms' popularity and influence. - **Phone Accessories:** Develop products that facilitate the creation and sharing of content via smartphone cameras. ## Related on Trend Hunter - [Hockey-Focused Influencer Campaigns](https://www.trendhunter.com/trends/show-your-flow.md) - [Hair Salon-Powered Sports Campaigns](https://www.trendhunter.com/trends/great-clips1.md) - [Hockey Hero-Celebrating Campaigns](https://www.trendhunter.com/trends/hockey-heroes.md) - [Playful Hockey Campaigns](https://www.trendhunter.com/trends/beard-in-a-box.md) - [Hockey Rivalry Burger Menus](https://www.trendhunter.com/trends/showdown-menu.md) - [Branded Hockey Equipment Grants](https://www.trendhunter.com/trends/oreo-stay-playful.md) - [Athletics-Inspired Greek Yogurt Campaigns](https://www.trendhunter.com/trends/oikos-pros.md) - [Motivational Athlete Campaigns](https://www.trendhunter.com/trends/adidas-you-got-this.md) - [Nostalgic Hockey-Inspired Qsr Campaigns](https://www.trendhunter.com/trends/hockey-song.md)