Black History Month is a time to reflect upon and celebrate the rich culture of our beloved Black community. For the second year in a row, Knock partnered with the Minnesota Wild and Be The Change MN to create a brand-worthy wearable that brings the value of representation to life.
The Nonprofit
For many years, Be The Change Founder & CEO John Baker has been connecting underrepresented youth and families with community resources and support. His partnership with the Minnesota Wild is one significant example of giving voice.
The Collaboration
Leveraging Knock’s longstanding relationship with Be The Change, we designed a hoodie sweatshirt for the team’s Black History Month ticket package — honoring Black culture and highlighting greater representation in the sport of hockey.
The Design
The hoodie, created by Senior Designer Kalalyna Murphy, juxtaposes the collective spirit of ice hockey with Black culture, resulting in a fashionable, impactful story:
- Front typography: “Black Excellence on Ice,” the central message tying all designelements together
- Hockey pucks: Connecting the sport to Black culture
- Color palette: Yellow, a Pan-African color symbolizing joy, energy, and legacy
- Back graphic: A Black hockey player representing visibility on the ice
- Patches: Inspired by Black culture and streetwear
The message on the front and the patches throughout celebrates authentic representation.What better time than Black History Month to demonstrate the power of design to create positive change