Washington Capitals X The Museum
The 7th Annual Awards
- Excellence in Black Storytelling
ABOUT THIS ENTRY
The Washington Capitals unveiled a Celebrating Black History Specialty jersey designed by local brand The Museum DC with several storytelling elements as part of the jersey. Howard University, the Museum and Capitals partnered on engaging events – with the jersey elements that honored of Black history and the Kente print as a nod to historically black colleges and universities.
How does this represent "Excellence in Engagement"?
The work achieved effective engagement through connecting with fans and also teaming up with a local brand to help introduce the Capitals to new audiences. As a streetwear brand, the storytelling with the Museum helped bring credibility and meaning to the overall partnership. To sample some of the fan feedback – many commenting saying how cool the jerseys were along with thanking the Capitals for making the community better. Jerseys were also sent to influencers to be able to rock and expose to their own following. Ultimately the jerseys come full circle in how they are able to help diversify hockey through funds raised with the Captial Impact Fund that helps eliminate cost barriers.
Objective
To create a specialty jersey design authentic to the DMV and the Capitals brand while honoring the contributions of Black individuals to the sport of hockey. Through the unveiling of the jersey design and engaging events, the campaign aims to showcase Black history, inspire future generations, and celebrate the legacy of historically Black institutions like Howard University. Through symbolism such as the kente pattern, Pan-African colors and The Museum logo - each element of the jersey had storytelling connectivity. Jerseys were created to raise money for the Capital Impact Fund - which helps eliminate cost barriers to play the sport of hockey.
Strategy & Execution
The jersey was designed with the modern sports fan in mind by being culturally cool and bringing streetwear to the Capitals authentically through The Museum.
This was the Capitals first collaboration with an HBCU and we look forward to growing the relationship to diversify the Capitals fanbase with college students.
The design itself is outside the box of traditional Capitals colors and designed to be able to connect with new audiences.
As an extension to the jersey, The Museum also created a crew neck that sold at retail – all 75 units sold out with in 1 game showing that it resonated with fans.
Organizations
- The Museum Washington Capitals Howard University
Links
Credits
Amanda Tischler
SVP, Marketing
Washington Captials
Nyrik Lee
The Museum
The Museum
Legreg Harrison
Co-Founder
https://www.themuseumdc.com/
Muhammad hill
Co-Founder
The Museum
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
