In March 2023, the Toronto Maple Leafs and Justin Bieber's brand, drew house, launched a new collection of merch to promote their new ball hockey league in the GTA. An announcement was made by the team prior to the Leaf’s annual ‘Next Gen’ game against the Florida Panthers. The House of Hockey league is designed to empower the future of hockey, make hockey accessible for all and address the barriers that keep youth on the sidelines. “One of my missions in life is to continue to help evolve the culture of hockey making it feel inclusive for everyone!” said drew house founder, Justin Bieber via Instagram. “We want people all over the world to have access to the game…hockey is for everyone.”

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To celebrate the House of Hockey League, ICON Visual installed graphics such as vinyl wraps, rink boards, and floor vinyl to create a rink for the Toronto Maple Leaf’s House of Hockey Event. Sponsored by Tim Hortons, the event provided an opportunity for kids to play ball hockey with Carlton the Bear as well as a few Leafs legends like Darcy Tucker and President, Brandan Shanahan.

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In addition, ICON Visual installed the drew house x Toronto Maple Leaf’s merch displays in Real Sports Apparel stores, pop-ups, and kiosks within Scotiabank Arena in preparation for the ‘Next Gen’ game. Our scope for the project included banners, window vinyls, desk wraps, decals, velcro banners, DJ booth wraps, and more. These graphics created an iconic look to each space, as fans rushed to grab the featured merchandise along with the Canadian pop star, who took a tour of the store before watching the game.

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It's clear this collection and the new House of Hockey League is quite the hit amongst fans, and ICON is happy to have collaborated with such an amazing cause to make hockey accessible for all.