Jordin Tootoo, the First Inuk Player in the NHL, Joins Canada Goose’s New Campaign
The video campaign celebrates "what it means to break new ground and live bravely."
Canada Goose’s Fall 2019 campaign, Live in The Open, shines a spotlight on three global trailblazers through a series of video profiles documenting their relationship to their community and environment.
Traversing the globe, the campaign goes from Italy, where outdoor artist Alice Pasquini captures everyday life in beautiful murals, to the Norwegian Arctic, trailing Jiayi Zhao, a Beijing-born polar expedition guide, to right here within our own borders. In the Canadian North, the campaign turns to Jordin Tootoo, the first Inuk player to join the NHL back in 2003, and pays homage to the beautiful Nunavut landscape. Since retiring from hockey in 2018, Tootoo has dedicated much of his time to speaking to Indigenous communities about mental health.
The video profiles celebrating “what it means to break new ground and live bravely” have been directed by New York-based documentary filmmaker Janssen Powers, whose previous work has been featured in National Geographic, The New Yorker and The New York Times. Get a taste of the video series, which just launched globally, below. The Canada Goose campaign will also travel to a host of cities this fall — including London, Berlin, Los Angeles and Toronto – in the form of painted murals created by Pasquini.
This is not the first time Canada Goose has actively involved indigenous Canadians in its work. The outerwear company opened a pop-up resource centre in Nunavut in 2007, which moves around to various Arctic communities as often as three times a year, and commissioned over a dozen Inuit designers to create one-of-a-kind jackets earlier this year.