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As navigation apps increasingly route drivers through residential neighboUrhoods and outdoor play declines, TRUE Hockey, a leading manufacturer of high-performance hockey equipment, is unveiling a new prototype designed to reclaim neighboUrhood streets for play.
Once a hub for children’s sports, residential streets have become high-traffic shortcuts due to “rat-running” drivers bypassing main roads via navigation apps. This has made spontaneous outdoor play more difficult for children: a 2025 US poll found that 1 in 10 young children play outside only once a week or less, and 40% of parents report safety concerns.
At the heart of the campaign is the Game On Ball, a first-of-its-kind technology concept designed to illustrate how neighborhoods can be protected from commuter thru-traffic. While not intended for commercial sale, this prototype functions by signaling to routing algorithms that a street is in use, prompting navigation apps to redirect drivers back to main arteries.
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View on- Agency Dentsu Creative/New York
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Credits
View on- Agency Dentsu Creative/New York
- Talent Kelly Pannek
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Credits
powered by- Agency Dentsu Creative/New York
- Talent Kelly Pannek
US Olympic gold medalist and Minnesota Frost forward Kelly Pannek is supporting the initiative. “Olympic gold started for me on the street in front of my house,” said Pannek. “Those pickup games sparked my love for hockey and taught me confidence, creativity and joy. You never know where play will lead you, and every kid deserves the chance to discover their passion safely, right outside their door. Especially when such a simple behaviour change could make all the difference.”
“The goal for us is to shine a light on an issue that is quietly erasing an American tradition,” says Derek Kent, Chief Marketing Officer of TRUE Hockey. “By partnering with dentsu to start a conversation about the future of our streets we want to remind everyone that their voice matters. This campaign is about coming together to ensure our communities remain a safe place for the next generation to play.”
The prototype is part of a broader campaign encouraging drivers to say “No thanks” when prompted by navigation apps offering slightly faster routes through residential areas.
TRUE Hockey in partnership with dentsu invite Americans to visit TrueGameOn.com to learn more and participate in a national poll calling on navigation apps to update their algorithms to give drivers the option to avoid routes that rely on residential “rat-running,” similar to how drivers can choose to avoid toll roads.
While the prototype highlights street hockey, the message applies to all neighborhood play, from basketball and soccer to playing catch in the driveway. Through the website, residents can opt to “protect their streets” by sharing the street they want to help protect in their communities.
