Emma Maltais has emerged as one of the most recognizable faces of the Professional Women’s Hockey League, not just on the ice but also on TikTok. Known for her music video lip-syncs and playful team-oriented content, she has found a unique way to connect with fans while growing the profile of the league itself. What started as a fun experiment has grown into a vital part of her personal brand, team culture, and the broader rise of women’s hockey online.
Key Highlights
Emma Maltais credits Emily Clark and Sarah Nurse for inspiring her social media presence
Over 1 million likes and 47.3k followers have established Maltais as a TikTok standout
Music video lip-syncs featuring teammates have become a signature of her content
Maltais says player-led social media has boosted PWHL growth and fan engagement
Sponsorship opportunities and personal branding have expanded through her authentic online presence
The Spark That Started It All
When Maltais first joined Team Canada, she observed her teammates embracing TikTok with enthusiasm. It was Emily Clark who encouraged her to get involved after pointing out how many young fans recognized her from the platform.
“Initially, when I first got involved with Team Canada, I watched Emily Clark and Sarah Nurse make TikToks. And Emily made a comment to me, like a lot of young girls recognize her from TikTok. And we had just finished a [World Championship] together, and we had done a lot of posting together, and people were liking it, and I was gaining some followers.” – Emma Maltais
That moment shifted her outlook. She decided to make TikTok more than just a one-off activity, committing herself to grow more comfortable in front of the camera and showcase her authentic personality.
“Once I started seeing the connections being made from TikTok, it inspired me to keep going. You see little girls with signs that refer to your TikToks… so I think that’s what inspired me to keep going with it.” – Emma Maltais
Turning Content Into Team Culture
Now, with more than a million likes and a following that continues to climb, social content is woven into Maltais’ daily routine. It has even become an expected part of her time with Hockey Canada.
“The way I create my content, I feel like it’s very fun and it kind of ends up being a team activity. It’s turned into every time we have a bus ride with Hockey Canada, if I don’t make a music video, people are like, ‘Why aren’t you making one?’” – Emma Maltais
Her most popular content is often the music video lip-sync, which transforms downtime on bus rides into spontaneous creative sessions.
“I’m very extroverted, I think I just was like, ‘Why don’t we make a music video?’ So I sit in the back of the bus with Ashton Bell, Pou [Marie-Philip Poulin], Stace [Laura Stacey], Jamie, Clarky [Clark], a lot of the ones I can get to do some stuff. And once you have Pou doing it, it’s like okay, this is kind of cool.” – Emma Maltais
Maltais noted that some teammates jump in eagerly while others take convincing, but the fun has turned it into a bonding activity.
“Sometimes we’ll get like Jocelyn Larocque, and I’m like ‘Hell yeah’. I feel like I celebrate it, and it starts to get fun. It’s like a team bonding moment, especially early in the season.” – Emma Maltais
Inspiring Others to Join In
Just as Clark once encouraged her, Maltais now plays the same role for her teammates at both Ohio State and in the PWHL.
“I encourage some of my Ohio State teammates, like Peyton Levis, on New York, and Emma Woods, too, from the Sceptres. I think the big thing is like, getting over the hump, like, to not care what people think.” – Emma Maltais
She believes the reaction from fans has been instrumental in convincing more players to embrace TikTok.
“I think the reaction of fans to the social media that our teams do is really cool. And I think our media team for the Sceptres in particular does a really good job of posting and a really good job of humanizing all of us. So, I think that encourages people the most, honestly.” – Emma Maltais
For Maltais, it’s clear that this connection between fans and players has directly contributed to the PWHL’s momentum.
Building a Brand Beyond the Ice
The impact of social media on her personal career has been just as significant. Maltais has found that her online presence helps her stand out to sponsors while reinforcing her identity as both an athlete and creator.
“For me, it’s a direct correlation [between her social media presence and sponsorship]. The on-ice piece is always the main focus, but I think my comfortability and my ability to share my authentic self are unique amongst athletes. So I feel like that’s what sometimes draws brands in.” – Emma Maltais
She sees generational differences but emphasizes personality over age when it comes to who thrives online.
“I think it depends on the person. I feel like someone like Pou might not be into it as much, but like, she loves to have fun and be in videos. I think someone our age, maybe we are more inclined to create more because we see it more. I think someone our age is more inclined to, like, make a habit out of it.” – Emma Maltais
That perspective reinforces her belief that the next wave of players entering the league will expand social creativity even further.
The Future of Athlete-Led Social Media
Looking ahead, Maltais envisions more collaborations, creativity, and freedom for players to express themselves while also promoting the league.
“With the younger generation coming up, and like a lot of support from the girls who are older in the league, encouraging people who are comfortable doing it, and have experience to do it on their phones… I think that’s really cool. So I could see it growing immensely with the amount of support the league has between teams.” – Emma Maltais
She noted that even changes brought by expansion drafts have opened doors to new types of content and cross-team collaborations.
“I also think with the roster changes, like, you could see some, like, interesting collabs and stuff, which would be kind of fun, like making light of certain situations.” – Emma Maltais
For her, the league’s approach has created an environment where players feel comfortable being themselves online, turning what was once unusual into an accepted and celebrated part of PWHL culture.
“We’re just getting more creative, having more and more fun with it, and like, honestly, getting to know each other around the league. So I think there will be a lot of cool things.” – Emma Maltais
News in Brief: Emma Maltais TikTok Popularity
Emma Maltais has become a central figure in athlete-led social media within the PWHL, using TikTok to connect with fans, strengthen team culture, and build her brand. Inspired by Emily Clark and Sarah Nurse, she has turned her authentic content into a signature, often leading teammates in bus-ride music videos. With over 1 million likes and 47.3k followers, she highlights how fan engagement and collaboration with teams have fueled league growth. Social media has also helped her attract sponsorships.
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