SBD/December 22, 2011/Marketing and Sponsorship

Ontario Company Hopes To Break Through To NHL Goalies With Trendy Pads

Brian's split the Jets logo in half between Mason's two pads
NHL Jets G Chris Mason is about to give Ontario-based goalie equipment maker Brian's Custom Sport a "huge boost that could make it a trendsetter across the NHL," according to Paul Waldie of the GLOBE & MAIL. Brian's has created a "takeoff on the Jets' logo." The logo is "split in half between the two pads." The company "put the same look on his glove and blocker." The equipment "has won over league officials and Mason hopes to have it this week." Mason: "When they sent me the design, I loved it." Waldie reports Mason was "so keen he showed it to Ondrej Pavelec, the Jets' other goalie, who is considering putting something on his pads." Brian's "specializes in innovative gear and coming up with wild designs for goalie pads, gloves and blockers that incorporates things like beer cans, playing cards, $100 bills or wild animals." The company has supplied goalies in the juniors, college and the AHL, but "competing for NHL goalies has been almost impossible partly because it meant going up against giants like Reebok and Bauer that have deep pockets for sponsorship deals." However, Mason this summer "dropped his Bauer gear and switched to Brian's." He then called the company a few weeks ago "to see if they could do something with the pads" because he had "always been interested in having a unique look for his gear." Brian's only other NHL deals are with Blues G Jaroslav Halak and Blackhawks G Ray Emery (GLOBE & MAIL, 12/22).
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