Hockey is one of the last major sports in America to diversify its rosters and its audience. The We Hockey film is the central piece of an invitation to a more inclusive vision of the NHL. Shot on location across Arizona, it features real Arizonans from across the cultural spectrum, presenting new and unexpected faces in the outward representation of the team and the brand. A love letter to all the fans that already love hockey, and an invitation to all the ones who don’t know they love it yet. This is “We Hockey”. Hockey, the Coyotes way.

For a sport that lacks diversity in a state that’s increasingly diverse, the only answer was to create a new, and more inclusive vision for hockey that didn’t just look like it has for the last 100 years. Vibrant, representative, unconventional. This film gave communities a chance to see themselves embraced by a team and a sport they never thought of as their own.

We looked closely at the past cultural barriers that might have kept people away from hockey, and embraced the place and people the team needed to represent.

The film’s script serves as both a love letter to the community and a call to join the pack. The language is a testament to the heat The Coyotes are bringing to the sport to make diversity a reality. And that change starts with our rally, We Hockey.

FILM SCRIPT

ARIZONA COYOTES: WE HOCKEY

WE,

Made under the Arizona sun

In the valley of the heat lightning,

Our king of heaven.

WE,

Who dream in the same color

As the groves of trees

And the dirt we shake from beat-up jeans.

WE,

Across every range and every mile.

The born here, came here.

Tenacious survivors.

WE,

Down alleys and streets

Sticks on searing concrete.

Sweat drops and broken teeth.

WE,

The young,

The never-get-old

The rarely-do-what-we’re-told.

WE,

The Red,

The Green,

The Purple,

White and Black.

That’s the strength of the pack.

This is WE HOCKEY

HOCKEY THE COYOTES WAY.