TPS is back in the game
Client
TPS Hockey
Industry
Sport
Know-how
Identity
Challenge
What you should know
After years away from the spotlight, TPS, an iconic hockey brand that marked generations of players, made its official comeback in July 2025.
To ensure a successful relaunch, Bob was tasked with modernizing the brand identity and developing a strategic go-to-market plan for Quebec—the place where the TPS legacy began.
The goal: revive a heritage brand by leveraging its proud legacy and emotional connection to players, while repositioning it for a new era driven by innovation and authenticity.
Solution
What we did
Bob first led a full brand repositioning process to give TPS a modern image aligned with its renewed ambitions. This strategic work led to the revival of the iconic TPS Response line, unveiled through a soft launch that instantly sparked excitement among hockey enthusiasts.
On the deployment side, the agency orchestrated a multi-channel media offensive to reconnect the brand with its community:
A dedicated landing page, designed as a clean and modern showcase for the brand and its products
Meta and TikTok campaigns, built to mobilize the hockey community and engage a new generation of players
A partnership with BPM Sport, featuring the brand on the PROCESSUS podcast, reaching over 40,000 listeners per episode
A social media contest and stunt featuring Gilbert Delorme, amplifying the campaign’s reach and cultural resonance”
Result
What we accomplished
In just a few months, TPS reclaimed its place at the heart of Quebec’s hockey conversation. By September 2025, the campaign had generated over 2 million impressions across all platforms, powerfully reintroducing TPS to the hockey world.
The impact was immediate:
- A strong rebound in brand awareness
- An authentic re-engagement from the hockey community
- A growing demand from retailers eager to carry TPS products
More than a commercial relaunch, this comeback represents a cultural revival: a brand reclaiming its place on the ice and in the hearts of players.
