SBD/January 3, 2014/Marketing and Sponsorship

Henrik Lundqvist Partners With Swedish Underwear Brand Bread & Boxers

NHL Rangers G Henrik Lundqvist has "entered into a partnership with Swedish men's underwear and bodywear brand Bread & Boxers," according to Karyn Monget of WOMEN'S WEAR DAILY. Lundqvist will "collaborate with the brand's owners Alexander Palmgren and Henrik Lindahl on a seasonal basis to create capsule collections and special editions." He also will "appear as the face of the brand in visual imagery for advertising and marketing campaigns and on select packaging for a series of 'Lundqvist's Favorites.'" Lundqvist said, "I always wanted to be involved in building a brand, but the right opportunity hadn't presented itself until now." He added, "I wore the products and loved them. It's that simple." Lundqvist said of the ad campaign, "The campaign was shot in Gothenburg, my hometown, so my feelings for southwest Sweden run deep. The vignettes show a lot of waterfront imagery." Lundqvist and Palmgren "are friends from Gothenburg" (WOMEN'S WEAR DAILY, 1/2). Meanwhile, Lundqvist on Thursday unveiled a goalie mask "paying homage" to Yankees heroes of the past, which he will wear during the Rangers' Stadium Series games against the Devils and Islanders at Yankee Stadium. The mask will feature "a tricked-out paint scheme that has Yankee pinstripes down the front and images of Babe Ruth, Joe DiMaggio and Lou Gehrig on the right side." It was painted by Dave Gunnarsson (, 1/2).
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