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.

It’s no secret that despite all the societal changes and opportunities that have impacted sports over the past decades, hockey remains a predominantly white sport. Its history is filled with Latino and African-American players that broke barriers in the sport, but only a handful have ever made it to the league, let alone the hall of fame.

On the surface, The Arizona Coyotes look like your conventional hockey team. The players, predominantly white. The fans, predominantly white. Even their logo, resembling a high school sports mascot, looked like every other logo in the league. Conventional. But that’s exactly the problem, because there’s nothing conventional about playing ice hockey in a 120 degree desert, among a community and culture as diverse as Arizona’s.

The film reimagines what a hockey team and their fans could and should look like by putting them on the forefront of the work.

The film's edit starts and ends with the culture, reality, and truth of Arizona. The film reflects a wide, diverse range of real Arizonans that you would not normally associate with ice hockey: female, Latin communities, Native Americans, African Americans, LGBTQ allies and activists, those with different physical abilities and those both young and old. No criteria. No casting call. Just real people, languages, beliefs, genders, and backgrounds, presenting a new vision of hockey as it should be. Olympic Silver medalist, IIHF Gold medalist and founder of the Coyotes LGBTQ+ Allies League, Lindsey Fry alongside a cast of real Arizona hockey fans and players of all stripes spotlight the Arizona’s hockey community’s strength in diversity. The film’s VO serves its purpose to the edit as both a love letter to the community and a call to join the pack.