They say to write what you know, so here we are! 

As someone who read the Off Campus series back when the covers still had abs on them, has spent a lifetime cheering on the Toronto Maple Leafs and, admittedly, developed a soft spot for a couple of fictional blonde hockey players along the way (looking at you, Dean and Ilya), I couldn’t pass up the chance to write about the hockey romance boom. 

But this isn’t really a blog about hockey romance (though I could go on about that forever). 

It’s about fandom, and the brands that found a way to be part of it. 

Whether you’re a longtime hockey fan, discovered the sport through BookTok or learned what “icing” is because of a fictional hockey team, one thing is clear: hockey romance has built an incredibly passionate audience. What’s been just as interesting to watch is what happened after people fell in love with them. 

They follow the actors. They made countless edits. They debate dream castings, dissect behind-the-scenes photos and, yes, try to buy a quarter zip that doesn’t exist. 

Watching it all unfold, I kept noticing the same thing: the brands that stood out weren’t necessarily the ones with the biggest campaigns, they were the ones that understood timing. 

Take Off Campus. 

Rather than releasing generic merch with the show’s logo slapped across a hoodie, American Eagle created a collection inspired by pieces actually featured in the series. There were subtle nods to the fictional hockey team, the diner and other details that fans immediately recognized. They also had Mika Abdalla share the collection across her social channels, making it feel like an extension of the show instead of just another brand partnership. 

The timing is what made it work. 

The collection launched while everyone was still binge-watching episodes, making edits on TikTok and deciding which Briar hockey player was their favourite. Instead of asking fans to revisit the show months later, it gave them something tangible while they were still immersed in that world. 

Heated Rivalry told a slightly different story.  

Almost overnight, Shane Hollander’s Team Canada fleece became one of the most talked-about pieces of clothing online. Fans were trying to track it down before there was anything to buy. 

Province of Canada announced a collaboration to recreate the jacket during the hype, partnering with the Heated Rivalry team and costume designer Hanna Puley to produce it in Canada while supporting You Can Play. 

The collaboration was thoughtful, but it also highlighted something every brand faces today: the internet moves faster than product development. By the time pre-orders opened in June, the initial frenzy had settled (even though fans still snapped them up). 

Then there’s Quinn. 

Unlike apparel, content happens quick. 

Just two weeks after Off Campus premiered, Quinn released an audio story featuring Stephen Kalyn and Mika Abdalla, giving fans another chance to enjoy the chemistry they’d already fallen in love with. 

No elaborate rollout. 

No complicated production timeline. 

Just a smart idea released while people were still actively talking about the show. 

One thing I’ve learned working at a PR agency is that sometimes the opportunity isn’t creating a cultural moment. It’s recognizing one while it’s still happening. 

Looking back, all three brands got something right. 

American Eagle understood fans wanted to wear the world of Off Campus, Quinn recognized people weren’t ready to move on from Stephen and Mika’s chemistry and Province of Canada turned one of the show’s most recognizable costume pieces into something fans could actually own. 

Three completely different approaches with one common thread. They all understood that fandom doesn’t end when the credits roll.  

The only difference is when they chose to become part of it.