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black and white collage of male hockey players wearing HDA jerseys

a history of racism

Hockey is an old boys’ sport filled with unconscious bias and outright racism. There is a darker side to hockey where black, brown, and indigenous players can experience racism and this rotten culture is creating very real consequences for the game. Registration in hockey youth leagues is decreasing at an alarming rate.

Nine NHL players of colour banded together in this moment of racial reckoning to shed light on the very real issues within the game. They aimed to bridge the gap to help ensure children of colour fall and stay in love with the game of hockey by promoting diversity and inclusivity.

With high-stakes meetings with the NHL and Hockey Canada, and only a few weeks until the NHL resumed in the Covid bubbles, the HDA engaged ZGM to build a polished brand. It happened faster than Connor McDavid on a breakaway.

black and white photo of male model wearing ally series merch

building a team

From day one the HDA set out to develop a movement. The Alliance was bigger than any one person or one moment—it was an ongoing commitment to build a movement that continues to push for change, despite obstacles.

The movement started with nine NHL founding members, but they would be relevant at all levels of hockey.

The HDA cannot go it alone. We need allies. From day one, the HDA knew they needed the support and allyship from the non-BIPOC community and fellow athletes.

Hockey Diversity Alliance Logo


The brand development process happened quickly. In less than 4 weeks, from the time the Hockey Diversity Alliance was formed to the time the 2020 season kicked off, ZGM developed an accessible logo and brand for the HDA.

HDA logos shown in various coloured backgrounds; rad, brown, yellow, grey and black.

black and white photo of Matt Dumba down on one knee for the anthem

the knee that launched it all

The brand formally launched when the NHL resumed play in the bubble. On August 1, 2020, Matt Dumba became the first NHL player to kneel during a national anthem ceremony. He did it donning the HDA hoodie ZGM made for him. As he knelt for the anthem, ZGM launched the HDA website, store, brand video, and social account, along with the #isupporthda campaign.

shop merch
three models wearing the different HDA merch series: ally, monogram, and redacted

desktop mockup of HDA website


The very successful #isupporthda organic campaign to build their ally support. Players posted a video of HDA allies (including Connor McDavid, Patrick Maholmes, Alexander Ovechkin and many more) all publicly stating their support for the HDA and the BLM movement.

Grassroots Original Hockey League logo in black and white.

Launching the Grassroots Original Hockey League

ZGM's support of the HDA continues to this day, as we help stand up their two flagship programs: The Grassroots Original Hockey League (GOHL) and the HDA Education Program.

The GOHL branding is rolling out at rinks throughout Toronto, where a new and diverse generation of hockey players are hitting the ice and learning skills for hockey and life, completely free of charge.

Kids of colour are often unable to play hockey because of access. Through the GOHL, the HDA is removing barriers by bringing hockey to kids in their own neighbourhoods. ZGM is here to support the HDA every step of the way.

Group photo of children and coaches with hockey player Akim Aliu at Malvern Community.

mobile mockups of HDA instagram

collage of kids wearing HDA jerseys enjoying hockey while being coached by hockey players

artistic black and white photo of fist-foamie with the text "hockey will be a stronger and better game when we fully embrace our diversity."

We do a lot of this.

We spend a lot of time working with social behaviour change organizations. Come take a look.

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