When it comes to hockey there are usually two things synonymous with the players: missing teeth and great lettuce (no not the salad kind).
This year, as part of the 2018 Stanley Cup Playoffs, Great Clips has teamed up with the NHL and the NHLPA to celebrate the latter through their aptly named “LegendHairy Greats of the NHL” campaign that gives the fans the chance to vote on their favorite “hockey hair” styles from some of the league’s most notable players.
The campaign will run the duration of the Stanley Cup Playoffs and through the Stanley Cup Final in June.
“When most think of hockey, they think of ‘hockey hair,’ making the NHL partnership the perfect place for Great Clips to connect with its target consumers,” says Great Clips, Inc. CEO Steve Hockett. “We wanted to join forces with the NHL to not only highlight some of the best players in the league, but to also have some fun with those legendary hairstyles that the fans have come to know and love. We look forward to the results of our online poll during the most exciting few weeks of the sport.”
The partnership also sees Great Clips become the Official Hair Salon of the NHL and will see the brand activate the campaign through in-store signage, placement on its mobile app, and through the #HockeyHair.
The league will promote the campaign live on TV, in person at venues hosting the Stanley Cup Playoffs, and on the league’s social media channels.
“The Stanley Cup Playoffs is the most thrilling and competitive postseason in sports,” said Keith Wachtel, NHL Chief Revenue Officer and Executive Vice President. “Great Clips has conceived a creative, entertaining and inviting concept for the Stanley Cup Playoffs that has increased engagement among our avid fans across multiple platforms while connecting with a broader audience through its tremendous retail footprint of more than 4,300 stores across North America.”
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For the NHLPA, the partnership allows some of the leagues more colorful personalities to be showcased in a way that is on brand not only for the players, but for the league as a whole.
“We are excited about this partnership with Great Clips and the chance to help fans connect with their favorite players during the 2018 Stanley Cup Playoffs,” said Sandra Monteiro, NHLPA Chief of Global Business Strategies. “The players are the face and focus of the NHL and the ability to activate players directly in the “LegendHairy Greats of the NHL” is a great opportunity to continue to profile the players’ unique style and personalities.”
In the words of Barney Stinson, this campaign is going to be, “Legen…Wait for It…Dary.”