A championship moment became 111,842 meals.
How Hagens' Helpers turned Team USA momentum at the 2026 World Junior Hockey Championship into meals for families facing hunger, with Feeding America.
The moment
During the 2026 IIHF World Junior Championship, James Hagens launched Hagens' Helpers with Feeding America. The campaign connected giving to Team USA victories and invited fans, friends, partners, and supporters to help families facing food insecurity.
Hagens' Helpers provided 111,842 meals through Feeding America.
What Glow ran behind it
Glow brought the activation together across campaign strategy, Feeding America coordination, agreements, messaging, the giving experience, social content, campaign reporting, and partner follow-up. The campaign gave James and his team a clear way to convert a time-sensitive sports moment into measurable impact.
Feeding America retained charitable authority and control.
James Hagens, Team USA, and the fans made a difference: 111,842 meals for families facing hunger.
The story traveled nationally
The campaign received national hockey coverage and amplification through NHL Network, NHL.com, USA Hockey, and FloHockey. MassLive brought the story to its regional hockey audience, and Play It Again Sports joined the effort and amplified James's message.
Boston College Athletics and the Hockey Humanitarian Award Foundation recognized Hagens' Helpers as part of James's nomination for the 2026 Hockey Humanitarian Award.
The comments tell the deeper story
The campaign generated significant public attention, but the comments revealed something more valuable. Fans, hockey peers, organizations, and supporters connected James with generosity, leadership, character, and positive community impact.
What this shows
Creator and athlete impact extends beyond money raised. A well-coordinated campaign can provide direct community benefit, deepen the public's connection with the athlete, attract partners, generate national attention, and create a credible platform for long-term impact.
James brought trust, identity, and distribution. Glow coordinated the campaign behind the moment.
“Thank you for raising awareness about food insecurity, helping families put meals on the table, and being a role model for kids.”
“Thank you for being such an incredible role model.”
“Refreshing to see good-feel news.”