The world of professional hockey is often associated with intensity and grit. With the rise of the PWHL, the opportunity for new traditions has emerged. The league is bringing a fun new vibe, turning hockey into something that’s much more than just a sport, and making it more inclusive and approachable for all fans. From the fashion statements to the reimagination of game-day experiences, the PWHL continues to prove that hockey doesn’t have to be all about the hardcore energy of the rink
Rink to Runway
Courtesy of the Montréal Victoire, Ottawa Charge, Toronto Sceptres, and Minnesota Frost
One of the most exciting elements of the rise of the PWHL is the way players have embraced personal style with no league-implemented limitations. Walk-ins have become more fun and vibrant than ever, allowing players to truly let their personalities shine through before a game. They’re bringing more than just immense talent to the rink – they’re bringing glam. The days of uniforms and plain game-day suits are behind us. PWHL players are redefining what it means to be a female athlete in the sports world, expressing themselves with stylish pregame outfits that make it hard to tell whether it’s a hockey game or a runway.
Blurring the lines between fashion and athleticism is no easy feat, but players are starting trends of their own. Stars like Emma Maltais and Lexie Adzija are known not just for their on-ice skills, but also for their dynamic social media presence that showcases their style behind the scenes. It isn’t just about looking good, but rather about sending a message of empowerment for women in sports, and showing that they can be just as fashionable as they are skilled.
Merch That Speaks Volumes
Courtesy of the PWHL and the Montréal Victoire
The PWHL isn’t just changing the game on the ice – it’s also making an impact away from the arena, with merchandise that reflects the fresh new energy of the league. The league has embraced a younger, fashion-conscious audience. From stylish jerseys to trendy hoodies, the PWHL is focused on creating merchandise that fans actually want to wear, not just for game day, but every day.
Merchandise is no longer about simply supporting the league or team. It’s about showing off team pride and highlighting important values, like Black History Month, in a way that can fit seamlessly into the lifestyle of all sports fans. The league has taken on a new kind of branding rarely seen in professional sports, and has reached an audience beyond what is considered the “traditional fanbase.” It’s about making women’s hockey fun, accessible and relevant to a wide range of people. Fans can wear their PWHL gear out on the town, to the gym or to attend the next game without worrying about being out of touch with current trends.
Game-Day Experiences Like Never Before
Courtesy of Graham Hughes/La Presse Canadienne
The PWHL’s game-day experience is another area where they’ve made changes. The league understands that watching sports is as much about the experience as it is about the game itself. With that in mind, the league has worked to create a more inclusive and upbeat environment for fans – especially those who may not have originally gravitated toward hockey.
The atmosphere the PWHL has created is vibrant, welcoming and often filled with elements that appeal to fans of all ages. These include themed nights, interactive fan experiences, creating signs and a strong emphasis on engagement. There’s also been an increasing number of fan events happening before and after games. Here, supporters can get autographs and meet their favorite players while taking part in fun activities, bringing even more excitement.
These events are just a small part of the league’s game-day approach, and the even bigger initiative of the Takeover Tour has reached a whole new range of fans. This tour is elevating the game-day experience and taking it to new heights, as PWHL teams play in cities across North America and create a new sense of connection. With meet-and-greets, interactive events and thrilling goals, the league has established an environment where fans feel like they’re truly a part of the journey.
The Takeover Tour isn’t just about the games. It’s about exposure in an organic way, and creating lasting memories for fans to build deeper connections with their favorite teams and players. The PWHL is turning game days into celebrations, and proving that hockey is so much more than just a sport – it’s an entire experience filled with energy, excitement and community.
Letting Personalities Shine
Courtesy of Emma Maltais via Instagram
In modern sports, media representation plays a major role in how players and teams connect with their audience. The PWHL has embraced this, allowing its players’ personalities to shine through platforms like Instagram and TikTok. Players aren’t just posting about their games; they’re sharing behind-the-scenes glimpses into their lives, passions and unique experiences.
This sense of transparency provides a closer, more meaningful connection between fans and athletes, allowing fans to see athletes as more than just players. Social media has become an outlet to provide players with an opportunity to let fans really get to know them. Emma Maltais, Sarah Nurse, Danielle Serdachny, Taylor Heise, Hilary Knight and many others have taken to TikTok with their content, and the fan response has been overwhelmingly positive. Instagram has been an outlet for athletes for years, but PWHL players have taken it to a whole other level by keeping fans updated.
Players are genuine people with a wide range of interests and talents, and sometimes fans forget that. The entire league has utilized public media as an outlet, and it’s not just about individual players sharing their stories. The PWHL’s collective social media efforts have brought attention to the league’s broader values and goals, like inclusivity and empowerment, which resonate with fans of all backgrounds.
Diving Deeper
Courtesy of the PWHL
The PWHL has taken a unique approach that allows fans to learn more about the personalities and lifestyles of players. Through the league’s official social media accounts, they’ve given fans a closer look at the lives of players, but they’ve also taken it a step further. For anyone wanting to dive deeper into the personalities of PWHL athletes, the “Jocks & Jills” podcast, hosted by Julia Tocheri and Tessa Bonhomme, has become a must-listen. The ladies take a fun, lighthearted approach to discussing all things hockey, with a special focus on the PWHL and its players. Through their conversations, interviews and storytelling, Tocheri and Bonhomme bring humor and entertainment to the sport that fans can get behind.
The podcast offers a look behind the scenes at the lives of those in the PWHL, with player interviews and features that discuss not just their stats, but their lives off the ice. They touch on fashion, fun and the challenges they face as women in professional sports. With a direct connection to the league, the podcast is just another example of the PWHL’s dedication to showcasing authenticity and creating engaging content for fans.
A League for the Next Generation
The PWHL has taken the traditional idea of hockey and reinvented it with fun, flashy energy that has been able to attract a new audience. By incorporating more elements of fashion, media representation and a personalized experience for fans, the league has made hockey more accessible and exciting for everyone. They’re constantly proving that hockey can be as much about style and experience as it is about the skill and competition of the sport. The PWHL has taken on the challenge of changing the game and bringing a new level of excitement on and off the ice, and they’re doing nothing but succeeding.
Edited by Jenna Mandarano
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