The Hurricanes' marketing department worked with BreakingT in designing the shirtHURRICANES
The Hurricanes have responded to criticism from Sportsnet's Don Cherry about the team's post-game celebrations by "embracing it, and monetizing it," as the team will "begin selling officially licensed 'Bunch of Jerks' shirts at their arena and online," according to Greg Wyshynski of ESPN.com. The shirts were the "brainchild" of Hurricanes Dir of Digital Marketing Dan LaTorraca and VP/Marketing & Brand Strategy Mike Forman, who "worked with BreakingT in designing the shirt" (ESPN.com, 2/17). In DC, Jake Russell noted the team also "changed its Twitter bio to 'That bunch of jerks with the fun celebrations'" (WASHINGTONPOST.com, 2/17). In Raleigh, Chip Alexander wrote "bunch of jerks" may now be the team's "rallying cry and a marketing catchphrase the rest of the season" (Raleigh NEWS & OBSERVER, 2/18).
THE JERK STORE CALLED: Cherry during his weekly "Coach's Corner" segment on "HNIC" on Saturday ranted about the celebrations, saying, “This is the National Hockey League.” As footage of various Hurricanes celebrations was shown, Cherry called it a “joke,” then patronizingly said they are “men expressing themselves for joy of winning." Cherry: "You don’t do this in professional hockey. What are these guys, jerks or something? ... I know all the broadcasters are afraid to say something like that. They’re jerks doing it." He added, "I know what I’m talking about. You never do anything like that. They’re still not drawing. They’re a bunch of jerks as far as I’m concerned" (“HNIC,” Sportsnet, 2/16).
