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The Arizona Coyotes, an ice hockey team born and built in the least likely place for hockey to take root, is stepping into a new identity, celebrating their origins and inviting their state to reimagine what hockey fans and a hockey team can look like. The new design and communication created in partnership with MullenLowe Los Angeles, celebrates diversity in a fresh approach that the NHL has not seen before. Real-life stories and diversity showcase what can make the game a more representative, dynamic and aspirational sport for communities that may have never imagined having hockey at their doorsteps. The campaign elements include several pieces of film, led by a visually arresting Anthem spot, OOH, paid digital partnerships with Spotify and Pinterest, an interactive AR filter for Instagram and in-game activations