In Mr. Grede’s words: “It’s the intersection of commerce and entertainment that matters. They grew together.”
The Language of Influence
Mr. Villaseñor said his deal with the Coyotes will allow him to potentially get his hands on everything from “the campaigns to the arena color palette, the drinks, the lighting, the logo and the design, including outside of the stereotypical merch- program dress the team at both street and formal levels.” It’s like an internal makeover program!
And not dissimilar to what he’s trying to do by reinventing Bally, where he adds some louche razzle-dazzle to alpine ephemera. “If you really dissect it, it’s about honoring the heritage and expanding it,” Mr Villasenor said.
That’s the kind of fashion language traditionally found in design studios, not weight rooms. But, said Scott Malkin, a New York Islanders owner, it’s not the only connection. Mr. Malkin is also the founder of Value Retail, a group of luxury outlet malls in Europe and Asia, and this year he broke ground on a new shopping village adjacent to the recently opened UBS hockey arena in Belmont Park.
Sport and fashion, he said, are both “about creative energy associated with execution,” about managing talent that often doesn’t easily fit into a rigid structure and needs to evolve with society. They both deal with relentless schedules and can have tremendous psychic impact and reach, he said, and both like to talk about “experience curation.”
And both are about branding, on a macro and micro level.
After all, what is a brand other than a collection of values encompassed by a name or a logo or an object? It is a symbol that represents heritage, know-how and beauty, for example. Or excellence, aspiration, power, grace and activism – all the adjectives associated with athletes. And sometimes handbags. Or sneakers.