Major League Heroes
Major League Socks
Issue 56 | November 2020
Agency
Juniper Park\TBWA
Creative Team
Chief Creative Officer: Graham Lang Design Director: Natalie Cusson Associate Creative Director: Tom Mednick Associate Creative Director: Yan Snajdr Designer: Sam Bullis
Other Credits
Chief Strategy Officer: Dustin Rideout Account Manager: Greg Telford Communications Manager: Josh Burleton
Date
April 2020
Background
Major League Socks is a company that features athletes’ faces on socks, and it depends largely on the NHL season to drive sales. When the pandemic hit and sports were temporarily cancelled, Major League Socks seemingly had no way to stay relevant.
Idea
To help Canadians in the fight against COVID-19, Major League Socks temporarily pivoted their business to help raise money for the Canadian Red Cross. They removed athletes’ faces from their socks and replaced them with the faces of Frontline Healthcare Workers. This was released as a limited edition known as Major League Heroes.
Results
Within twelve weeks, the socks were completely sold out and $10,000 had been raised, with all profits going directly to the Canadian Red Cross.
The product was celebrated and shared by notable public figures including Toronto Mayor John Tory, and was featured on top-tier sports and broadcast news outlets such as Breakfast Television Toronto, CityNews Toronto, and TSN’s Overdrive.