Hockey HOFer Wayne Gretzky has been "called on to make a crucial save -- this time for struggling Sears Canada Inc. -- as he signed a partnership to launch a casual menswear line in his name," according to Olivia Carville of the TORONTO STAR. Sears Canada "posted a loss" of C$339M in FY '14. Univ. of Toronto professor Simon Darnell said, "When things start to go pear-shaped, you need someone who can calm down people’s fears and Gretzky has become that person." He added that Gretzky's "personal attributes of a trustworthy, genuine family man simply strengthen his personal brand." Darnell: "He has a real sense of all-Canadianness which transcends sport. People may recognize him for sport, but he has that sense of family values, sustainability and security that come along with him too." York Univ. sports marketing professor Vijay Setlur said that Sears, "along with all the other companies that have leveraged off the hockey star, will be hoping its consumers start to associate Gretzky’s positive traits with the business." Setlur: "Given Sears’ situation and the dynamic shifts in the retail landscape, they need to be aligned with a proven, successful partner -- and that’s what he is" (TORONTO STAR, 4/24).
