Dreamcatcher lands partnership with the Jets

Fort Garry

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This article was published 23/04/2025 (260 days ago), so information in it may no longer be current.

Winnipeg’s Dreamcatcher Promotions is soaring to new heights after procuring a landmark partnership with the Winnipeg Jets. From the whiteout T-shirts, hats, and hoodies fans proudly wear to the towels they wave at Canada Life Centre, the signature whiteout Jets logo now carries the spirit and craftsmanship of one of Manitoba’s largest Indigenous-owned businesses.

Michelle Cameron, a proud Indigenous entrepreneur and community leader, founded Dreamcatcher 13 years ago with nothing more than a used embroidery machine and a dream.

“Interest in entrepreneurship started when I was 12,” Cameron said. “I made cookies, and my mom sold them at work. That was my first business.”

Growing up in a low-income household with a single mother who juggled multiple jobs, Cameron learned early the value of hard work and resilience.

“There were times we only had a dollar left at the end of the pay period,” she recalled. “I knew I wanted something different for my family.”

Driven by that desire, Cameron built Dreamcatcher Promotions from the ground up, teaching herself how to embroider through YouTube videos: “I didn’t know how to sew, but I believed in what I was doing.”

Starting with embroidering logos for local sports teams, she expanded steadily client by client.

Dreamcatcher Promotions is the largest Indigenous-owned promotional company in Canada. It employs 43 staff and serves clients across the country including 76 Northwest stores across Canada.

“That success didn’t happen overnight,” Cameron says. “It came from years of working 18-hour days, building relationships, and gaining trust, especially important as an Indigenous businesswoman.”

The recent partnership with the Jets represents a major milestone.

“It’s not just about a contract,” Cameron says. “It’s about relationships. It’s about representation. When fans wear that hoodie, they’re supporting Indigenous success. It’s our staff, it’s their families, it’s community impact,” she said.

Mark Chipman, executive chairman and governor of the Winnipeg Jets Hockey Club agrees wholeheartedly. The collaboration is “really just a follow up on some other business that we’ve done together,” he said.

“I met Michelle at a conference a couple of years ago. which led to coffee together and then that led to a tour of her plant with some of our merchandise group to check out their capacity. We came away from that very impressed and that led to us purchasing our orange shirt day inventory.”

Chipman appreciates the friendship that developed and when the White Out apparel opportunity presented itself, Dreamcatcher Promotions was a logical choice.

Cameron’s role as a mother and caregiver is an integral part of her journey. She is a mom to five children, including two she’s fostered since birth. One of her foster sons, who lives with multiple disabilities, has grown up alongside the business.

“I had him in a bassinet next to my desk when he was a baby,” she said, smiling. “He’s part of the Dreamcatcher family too.”

Beyond business, Cameron is a passionate advocate for giving back. Her time spent in a women’s shelter and in foster care herself has inspired her to give back.

“I always said that if I had a chance to give back, I would. That’s part of who I am,” she said.

Cameron gives back by providing good employment and inspiring hope for a better future.