Auston Matthews x SickKids

Description
In late 2023, our team had the honor of working with the SickKids Foundation and NHL superstar Auston Matthews to create a unique custom skate for the upcoming All-Star weekend in Toronto. Auston, a long-time supporter of the foundation, was thrilled for a unique collaboration with one of his biggest fans.

The heartwarming twist? We decided to involve a child who had been living with Cystic Fibrosis since birth and had received regular treatment at SickKids. This young artist, 7-year-old Finn, would design the skate that Auston would wear during the NHL All-Star game in early 2024.

Our journey began with a visit to the SickKids hospital, where we reunited Auston and Finn. Remarkably, they had met four years prior, and their bond was palpable. Together, they colored skates, shared stories, and discovered their mutual love for dinosaurs.

We then conducted interviews with Finn, his father, a member of the SickKids foundation, and Auston, capturing their heartfelt perspectives on the importance of SickKids’ work.

Once Finn’s design was finalized, CCM brought it to life, and Auston proudly wore the custom skates during the 2024 NHL All-Star game, where we documented so many unforgettable moments. A live interview with Sportsnet, broadcasted nationally, and numerous articles, and other media coverage - highlighted the collaboration’s significance.

But the surprises didn’t end there. After Auston’s MVP performance in the game, Auston’s team arranged for Finn to meet him in the locker room. As a heartfelt gesture, Finn received his very own pair of skates—the ones he had designed.

This project exemplified the power of sports, creativity, and compassion, leaving a lasting impact on everyone involved.

Stats

• 8.9M Impressions (+315% vs. PY)

• 606K Engagement (+258% vs. PY)

  (Does not include earned media outside of CCM’s channels)

My role:

• Lead the process from ideation to delivery of final assets.

• Coordinate multiple shoots with SickKids Foundation and representatives of Auston Matthews.

• Collaborate with media partners and key stakeholders to ensure proper execution.

• Ensure key stakeholders are aligned on final product.

• Manage budget.