In its latest ‘Shot on iPhone’ campaign, Apple has teamed up with the National Hockey League to showcase photos taken with its handsets. Billboards, first spotted by Adweek, have started popping up across the U.S. and Canada featuring images taken by NHL players.

Participating teams include the Arizona Coyotes, Carolina Hurricanes, Edmonton Oilers, Ottawa Senators, Philadelphia Flyers, St. Louis Blues, Tampa Bay Lightning and the Washington Capitals. The photos you see are candid shots taken by players using an iPhone XS.

Additionally, Adweek says the campaign will also tap into Instagram’s Stories feature. The theme will be “a day in the life of,” offering behind-the-scenes looks at how players spend their days. This is just the latest in a long line of joint ventures between Apple and the NHL.

Source: Adweek