Bravado Designs added to its roster ahead of International Women’s Day on March 8. The official bra partner of the Professional Women’s Hockey League (PWHL) announced that Emma Maltais of the Toronto Scepters, Brianne Jenner of the Ottawa Charge and Laura Stacey of the Montreal Victoire are its latest brand ambassadors.

Jennifer Sparks, VP of marketing at Bravado Designs, tells MiC the brand ambassadors represent “exciting new territory” for the brand. “We are leveraging the unique strengths of these women and the PWHL league to spread their message and foster support and empowerment for all women, regardless of their stage of life.”

As of this month, Bravado Designs has seen a 142% increase in its “Everyday Collection” sales compared to March of last year, Sparks says, adding “it’s clear that our partnership with the PWHL has played a significant role in contributing to this growth and expanding our customer base.”

In December, Bravado Designs joined forces with the PWHL in an exclusive partnership, becoming the official bra partner of the league.

Late in 2023, ahead of the PWHL’s inaugural season, Sparks says Bravado underwent a major brand re-positioning, which encouraged the brand to think differently about its brand and purpose. For more than 30 years, it had been known for its premium maternity and nursing bras, Sparks says: “We knew that given the competitive and challenging market conditions, especially in the U.S., being a niche maternity and nursing-focused brand, our growth potential had a ceiling, and we needed to think bigger.”

By that point, Bravado Designs had already begun the design and development process to expand its “Everyday Collection” and was hungry to widen its reach to new audiences.

“This is where the PWHL partnership came into fruition,” Sparks says. “The league was just kicking off their first season and it was clear that there was an incredible, highly engaged fan base and strong, determined, and empowered women who play the game – values that drive both Bravado and the PWHL. To us, it is a natural partnership that allows us to support women through all stages of life, not just through pregnancy.”

Bravado Designs is headquartered and designed in Canada and available in 40 countries.

The new campaign imagery, featuring the PWHL ambassadors, will be utilized across the Bravado Designs website, social pages and Meta ads, newsletter communications and signage among select retail partners. Each brand ambassador will also create a series of content for their own social platforms, highlighting Bravado Designs’ and the brand’s continuing partnership with the PWHL.

This story originally appeared on strategyonline.