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The Arizona Coyotes are upping their fashion game — and they’re inviting fans to join in.
On Thursday, the Coyotes announced the appointment of Filipino-American international fashion designer Rhuigi Villaseñor as the franchise’s creative strategist. Villaseñor will design exclusive player, team and fan kits for the 2022-23 campaign, including a special edition third shirt.
Coyotes chief brand officer Alex Merulo Jr. spearheaded the collaboration with Villasenor, calling it a “perfect marriage” of sports and fashion that speaks to Arizona’s target audience.
“We’ve really rethought how we touch our fans and our consumers,” Merulo Jr. told ESPN. “For traditional sports fans, it’s not about selling clothing or merchandise. This was the vision behind what she would wear to eat out at a restaurant or go to a club.
Meruelo approached Villaseñor about working with him and said the designer “loved” what Arizona had in mind for the launch. The two worked hand-in-hand on the project, bridging the Coyotes’ past with a modern touch that will attract the franchise’s next wave of fans.
“Partnering with the Arizona Coyotes is an amazing opportunity and a unique challenge for me,” Villaseñor said in a press release. “I’m excited to explore and reimagine how fans can express their love for a hockey team playing in the desert.”
Arizona has embraced going her own way. As the team moves into its new digs this season at Arizona State University’s Mullet Arena, the Coyotes will show off their latest ropes. Entering the fashion world at a time when more young eyes may be on the team than ever before could boost Arizona’s latest endeavor.
“It’s really a forward-thinking effort,” said Coyotes President and CEO Xavier A. Gutierrez. “It’s really about building something that’s more than hockey jerseys or hockey merchandise, but trying to engage the fans in anticipation, which is really our vision.”
Tapping a designer of Filipino-American descent was also important to the Coyotes. Arizona is the NHL’s only Latino-owned club and highlights diverse voices and perspectives.
“People always talk about the opportunity to use the power of sports and the sports platform to make an impact and make a difference,” Gutierrez said. “Using fashion and culture to engage young people, diverse audiences and female audiences has been central to what we’ve seen. This is a really unique opportunity to come together and build something unique, not just across the NHL, but across the fashion world and across communities and across the country.” .
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