PWHL AND A FRESH TAKE ON PRIDE.

In 2026, I led partnership strategy and business development between the Professional Women’s Hockey League (PWHL) and Peau De Loup (PDL), helping shape a league-wide Pride Unity initiative across all eight markets. My role centered on translating cultural insight, community needs, and brand strategy into a cohesive campaign that connected sport, identity, storytelling, and product.

From the earliest stages of partnership development, I worked across league leadership, internal creative teams, product development, marketing, and operations to define the vision, align stakeholders, and bring the collaboration to life. I helped shape the narrative behind the PDL x PWHL Pride Unity Collection—creating a gender-inclusive apparel line designed with and for the LGBTQ+ community that challenged traditional sports merchandise and positioned apparel as a tool for visibility, belonging, and connection.

Beyond product development, I led the cross-functional execution strategy across retail, digital, and community touchpoints, ensuring the collection and campaign remained authentic to both the PWHL brand and the communities it represented. The work required balancing global consistency across the league with local relevance across eight distinct markets.

The collection sold out in-arena across all eight markets, with most online styles selling out within 24 hours. More importantly, the initiative demonstrated the power of culturally grounded storytelling—showing how thoughtful partnerships, intentional design, and community-led insights can create meaningful brand moments that drive engagement and deepen fan connection.