Dawg Nation’s DawgBowl XV Smart Merch Extends Off-Ice Impact
When Dawg Nation hosted its 15th annual DawgBowl tournament this June, the focus wasn’t just on hockey — it was on healing. This year’s event honored traumatic brain injury (TBI) survivors, brought in over 900 players across 52 teams, and packed the Edge Ice Arena in Littleton, Colorado with fans, families, and purpose. But the impact didn’t end when the skates came off.
Thanks to a limited drop of 150 RockCandy-powered championship shirts — awarded only to division-winning teams — DawgBowl XV sparked an ongoing wave of digital engagement that continued long after the last whistle blew.
Exclusive Drop, Lasting Reach
This wasn’t a mass giveaway of custom branded merch. Dawg Nation wanted something meaningful — so we kept it focused.
Only 150 shirts were produced and distributed exclusively to members of the division-winning teams. Each shirt was embedded with RockCandy smart merch tech — a trigger that launched a mobile-first experience. No app. No login. Just instant connection.
The goal? Extend the moment. Keep the story alive. And let fans carry it forward — literally.
And carry it they did:
The Numbers...
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- 230 total scans
- 185 unique sessions
- 45 repeat visits
- 110 video plays
These shirts didn’t just celebrate a win — they turned into a traveling digital handshake. And weeks later? They’re still being scanned.
Scans recorded in 31 cities across 14 regions
- Denver, CO
- Phoenix, AZ
- Los Angeles, CA
- West Palm Beach, FL
- Houston, TX
- And counting…
Why It Matters
For DawgNation, the mission has always been bigger than hockey. It’s about lifting people up — whether they’re facing injury, illness, or life’s hardest moments. DawgBowl XV carried that mission forward by honoring TBI survivors and reminding the hockey world what community looks like.
The championship shirts weren’t just keepsakes. They became digital extensions of that mission — connecting players, families, and supporters to the heart of the cause long after the final whistle.
Meaningful merch that keeps the mission moving — one scan at a time.
The Bigger Thread
This is what happens when you keep it intentional — limited merch, high emotional value, and a frictionless experience that respects the moment.
150 shirts. 31 cities. Hundreds of unexpected connections — and more still unfolding.
But the real story isn’t the tech. It’s the people.
DawgNation has spent 15 years building something rare — a hockey community that shows up when it matters most. From covering medical bills to honoring survivors, their mission is deeply human. We were proud to play a small part in that bigger picture.
