In hockey, a shoulder check is an aggressive move where a player uses their shoulder to level an opponent to the ground.
Inspired by Hayden Thorsen – a young hockey player who left us far too soon, but was known for always being the hand on his friends’ shoulders – we gave the term a whole new meaning, and turned kindness into a contact sport.
We launched with the Shoulder Check Showcase, a charity game featuring NHL stars like Trevor Zegras, Mika Zibanejad and Chris Kreider coming together with semi-pros and youth players in front of 2000 fans in Connecticut.
Since, Shoulder Check has taken a grassroots approach to embedding itself in hockey culture from youth leagues to the NHL. Even the Washington Capitals hosted a Shoulder Check Night during a game and repurposed our videos using their brand assets to share the message with their fans.
Learn more at shouldercheck.org
Press:
The Athletic
Washington Post
NHL
AdAge
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Droga5
CW: Jared Schermer, Alli Walker
AD: Charlotte Simons, Luke Johnson
CD: Maria Lee
ECD: Chris Colliton, Kevin Weir
CCO: Scott Bell
Design: Olivia Piazza, Anna Kaarling Khan, Anna Zeygerman
Creative Interns: Taylor Henderson, Mason Joiner
Producer: Harrit Muttreja
Account: Melanie Fougeres, Sharon Byer, Collin Wolf
Strategy: Molly Klein, Emily Banaszynski, Sam Williams
Project Manager: Alex Robinson
Special thanks to Rob Thorsen and Sarah Thompson for being two of the most inspirational people I have ever met and trusting us to bring this incredibly special project to life.
In memory of Hayden Thorsen