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Juniper Park\TBWA Collaborates with Major League Socks on Rebrand and New Social Campaign

November 26, 2019

Agency leads brand’s transition from Babsocks to Major League Socks.

TORONTO; November 26, 2019 -- Major League Socks (formerly known as Babsocks) has rebranded and launched their new social campaign aimed at raising awareness and increasing consideration as a great gift for Canadian families during the Holiday season. The rebrand comes off the back of an exciting partnership announcement with the National Hockey League Players' Association (NHLPA), and a successful retail launch with the NHL Alumni Association earlier this year.

The rebrand and social campaign was led by global Toronto-based creative agency, Juniper Park\TBWA, who ideated and produced the new logo, overall brand design and communication framework, as well as social creative assets that declare war on pants.

In the summer of 2019, founders Jake Mednick and Tom McCole approached Juniper Park\TBWA with a tall task in mind. They had plans to expand their product offering beyond Babsocks to include current NHL players for the first time. This was in addition to, traditional Babsocks and the NHL Alumni Association socks that they already had included in their product lineup.

“We’re excited that this bold, new vision of our brand is coming to life. We’re seeing our products from a whole new perspective and we’re ready to serve an even bigger market,” says Jake Mednick, Cofounder of Major League Socks. “This partnership is part of a focused effort towards significant growth over the next 18 months.”

Juniper Park\TBWA’s team understood that the brand was digital at-heart and focused on developing flexible and agile creative that would resonate with its sport-loving audience and communicate the brand’s cheeky persona.

“From a design perspective, we wanted to do something contemporary in the well-trodden Hockey space,” says Graham Lang, Chief Creative Officer at Juniper Park\TBWA. “In our social media campaign, we declare war on pants! This calls on die-hard fans to show their support (and legs), which is a fun yet smart way of making the product visible.”

The design leans into the core brand elements of Major League Socks, which is the illustrations of the players themselves.

“Major League Socks is one of the rare retail brands with humour at its core. The visual identity already included a colourful palette but needed some simplification,” says Nathalie Cusson, Creative Director of Design at Juniper Park\TBWA. “We created a new wordmark and established a flexible but logical and robust design system that allows for variety while keeping things consistent and recognizable.”

As the 2020 NHL season rages on, Major League Socks are flying high, with plans to add even more players to their current roster. The rebrand and new social campaign aims to keep Major League Socks top of mind for sports-loving families, while also allowing the brand to be more flexible with regards to its offerings.

Fans can visit to browse and purchase the full collection of 49 NHLPA stars.

About Juniper Park\TBWA

Juniper Park\TBWA ( is The Disruption® Company: the cultural engine for 21st century business. A global, award-winning agency located in Toronto, Juniper Park\TBWA uses Disruption® methodologies to develop business-changing ideas for brands. The 160+ team of world-class creators and thinkers serves clients across North America, including CIBC, Nissan, PepsiCo, GoDaddy, GSK Consumer Healthcare, Intuit, among others. It is part of TBWA Worldwide (, named Adweek’s 2018 Global Agency of the Year, and one of the World’s Most Innovative Companies by Fast Company. Follow us on Instagram, LinkedIn, and Twitter, or like us on Facebook for the latest updates from the Park.

About Major League Socks

Major League Socks is home to the world's largest collection of socks featuring the likeness of professional hockey players. Established in 2015, we celebrate fandom like never before. From weddings to the workplace, bars to bar mitzvahs, and running 10K's to game days, our unique products give you the ability to support your team no matter where you are. Visit us at, or like and follow us on Facebook, Twitter, and Instagram.