Seattle Kraken’s Jessica Campbell Joins L’Oréal’s Worth It Campaign

Jessica Campbell, a trailblazer in professional hockey, has partnered with L'Oréal Paris Canada for its latest campaign, Worth It, launched on International Women’s Day 2025. This initiative underscores female empowerment and self-worth, aligning perfectly with Campbell’s historic achievements. As the first full-time female assistant coach in the NHL, Campbell has shattered barriers in a male-dominated sport, inspiring women worldwide to redefine their potential. Her partnership with L’Oréal Paris marks a significant cultural moment, celebrating her journey and encouraging women to overcome imposter syndrome and embrace their worth.

Campbell’s path to becoming an assistant coach for the Seattle Kraken is marked by numerous milestones. She was the first woman to coach at the men’s World Championships (2021) and later became the first female coach in the American Hockey League (AHL). Her entrepreneurial venture, JC Powerskating, further highlights her leadership as she trains elite players during off-seasons. Campbell’s achievements showcase her expertise as a coach, innovator, and advocate for gender equity in sports.

Campbell’s success is emblematic of broader trends in sports leadership. Recent data from Canadian Women & Sport reveals that women now hold 43% of board seats at national sport organizations—a nine percent increase over five years. Additionally, 40% of board chairs are women, reflecting progress toward gender equity. These advancements are driven by organizational reforms like Canada’s Sport Governance Code, which mandates balanced gender representation on boards by 2025.

While challenges persist—such as underrepresentation in coaching roles and wage disparities—trailblazers like Campbell are paving the way for future generations. Mentorship programs and increased media coverage of women’s sports are also fostering empowerment and visibility for female leaders.

The Worth It campaign celebrates Campbell not only as a hockey coach but as a symbol of resilience and progress. Directed by Lucy Sandler, the campaign highlights overcoming self-doubt and imposter syndrome—issues many women face while navigating male-dominated fields. By partnering with Campbell, L’Oréal Paris reinforces its commitment to showcasing diverse stories of achievement and strength.

Jessica Campbell’s journey reflects the strides women are making across industries, breaking stereotypes and inspiring others to pursue their passions without limitations. As more women step into leadership roles in sports and beyond, figures like Campbell remind us that empowerment isn’t just about breaking barriers—it’s about redefining possibilities.