PWHL AND A FRESH TAKE ON PRIDE.

For the 2026 PWHL Pride Unity Games, I partnered with the Professional Women’s Hockey League (PWHL) and licensed apparel brand Peau De Loup (PDL) on a league-wide Pride initiative spanning all eight PWHL markets. Working across strategy, storytelling, partnerships, merchandise, and cultural programming, the project explored how women’s sports can create spaces rooted in visibility, belonging, and community connection.

At the center of the collaboration was the PDL x PWHL Pride Unity Collection- a gender-inclusive apparel line designed by and for the LGBTQ+ community that challenged traditional approaches to sports merchandise through intentional fits, elevated details, storytelling, and community-led design. The collection sold out in-arena across all eight PWHL markets, with most online styles selling out within 24 hours, reflecting both the cultural resonance of the project and the demand for more thoughtful, inclusive fan merchandise.

The initiative also extended into localized Pride Unity Game experiences featuring LGBTQ+ artists, organizations, performances, and fan activations across each market.

More than a campaign, the project reflected the evolving role of women’s sports as both a cultural and community platform — where apparel, live experience, and storytelling can create spaces where fans feel genuinely seen.