Wednesday, November 10, 2010

Sell It Like Beckham: Hockey Player Becomes Male Model for New Sports Clothing Company

"This is the story of a little sports clothing company [Firstar] that could. It all started when Doug Thom got it into his head to develop a really good microfibre T-shirt after feeling gross and clammy playing hockey," reports Jenny Lee. "Fast forward five years. Heavy hitting marketer John Catliff — former Helly Hansen global vice-president sales — is not only on Thom’s team, he’s brought NHL stars Ryan Kesler [pictured], Russ Courtnall and Brendan Morrison along for the ride. Firstar has created performance polyester microfibre for underwear; lightweight, abrasion-resistant jerseys; and a Kevlar sock that prevents leg cuts." READ MORE

Thanks, Rob!

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