Work Text:
January 2022
It started, like anything Yuna Marie Fujisawa Hollander would excel at, with spite.
She was in Montreal for a trip for the Foundation because, despite the media, the team’s highly questionable decisions, and the league’s overall treatment, the people of Montreal still recognise her son as a hockey great. And, begrudgingly, her son-in-law, too. Enquiries and partnerships in Montreal for the Foundation did not stop, even doubled since; hence, the trip in January to get the gears going for summer.
She was at a cafe, having arrived early to grab coffee, when she realised she forgot her reading glasses. It was a non-prescription one, just to help her out with the small letters, so it should be easy to pop over to the nearby mall and grab one. The mall was on the higher end, so surely…
Only, as she walked into said mall, she noticed the multiple screens showing the Montreal Metros advertising the different and new features of said mall. An advertisement she helped book. The advertisement that Shane was effectively not part of anymore because, well, the contract states that only the current roster gets to be the face of this mall.
Which boiled Yuna’s blood. Yes, she understands contracts – she’s looked over so many now and has drafted countless ones herself – and, rationally, it is definitely understandable that Shane won’t be in this advertisement since Montreal’s season ended early last year. But it got her heated nonetheless. How many endorsements did this team get by extension of Shane Hollander’s star power? How much revenue did the Metros management rack up due to their players being seen outside of hockey because of those endorsements?
And one accidental trip – which happens to any hockey player – and one relationship reveal was all it took?! Wow.
Yuna marched to get her reading glasses and get out of that mall in an impressive time. All the while plotting and planning.
February 2022
The softness of the carpet beneath Yuna’s feet belies the metaphorical dragon’s lair she’s about to enter. She has heard stories and rumours of the eldest du Saint-Ives, gleaned from doing her own checking when Shane and Ilya told them their plans almost five years ago. The woman holds the majority shares of the du Saint-Ives’ wealth and is at the helm of the corporate empire they have and as such, has a very busy schedule. This was the official reason why she’s not part of the Board of Governors, sending her brothers and other upper management people in her stead.
The unofficial one, the whispers she’s gathered from hushed tones in between playing catch-up, is that she hates Crowell’s guts and would rather be as out of bounds as possible while still able to make Crowell’s life hell. The money and influence she has in the business side of things, which the other owners are primary inhabitants of, gives her that edge.
All in all, Yuna thought, it’s best to have Catherine du Saint-Ives on your side. And all her planning and plotting last week went back to one thing: she needed major backing.
David had asked her if she was going too far, but every time she remembered how the Metros are still benefiting from Shane’s hard work, the urge to show them they needed Shane gets stronger. David just nodded and squeezed her hand as she went back to making calls.
This was one of those calls. She still can’t believe she got in.
She approached the younger woman stationed outside big wooden doors. The name plate read Eloise Smith, Executive Assistant. The woman looked up as she heard Yuna approach, a smile plastered on her face.
“Mrs Hollander,” Eloise greeted cheerfully. Yuna couldn’t help but smile back. “Let me just inform Ms C of your arrival.”
“Thank you.”
As Eloise dialled in, Yuna looked around her. The top floor of the building, where the C-suite people can be found, is surprisingly bright due to the massive glass walls on one side of the floor. A mixture of metals, glasses, and wood make up the interior, with plants placed tastefully and abundantly around. On the wall were art pieces. Yuna had no clue whether those were simply for decoration or actual expensive art.
Before she could wonder further, Eloise put the phone down and stood up. “Ms C is ready. If you would please follow me?”
Yuna followed Eloise. The door opened up to show the middle of the office, with those who entered immediately confronted by a coat of arms engraved on a wall. It was, like any other coat of arms Yuna has seen, full of medieval imagery. She could make out some kind of wreath, balancing scales, and a sword. There were words at the bottom, probably a family motto, but Yuna couldn’t make it out.
On the left of the room were leather couches facing each other and a single leather chair at the helm; they looked to be part of a set. The walls opposite the door were also glass ones, barring the wall where the engraving sat. Cabinets designed to be as unobtrusive as possible were lined up opposite the glass walls. Plants, more luscious and impressive than the ones outside, were also present here, filling up spaces.
On the right side of the door was a thick wooden desk. Behind it was a portrait of four people, younger ones. A teenage girl and a child sat on chairs in front of two boys, one who looked like he was the same age as the teenage girl and the other probably a few years older than the child in front of him. They had similar features – clearly siblings – and by all accounts looked proper in the way the upper crust do. But getting closer showed mischief lurking in their eyes, as if the artist just caught the tail end of whatever fun they were having.
Beneath the portrait sat Catherine du Saint-Ives. She was looking at Yuna with a sly smile on her face. Her features, older and wiser, identified her as the teenage girl in the portrait.
“Mrs Hollander,” she said, standing up and extending her hand.
Yuna mirrored her moves. “Ms du Saint-Ives, it’s nice to meet you.”
Catherine’s smile widened. “Please, call me Catherine.”
“Only if you call me Yuna.”
After shaking hands, Catherine gestured for her to sit. As she did so, Eloise appeared beside her with a carafe of water and a couple of glasses.
“I can buzz her in again should we want something stronger.” Catherine clasped her hands and looked at Yuna earnestly. “To what do I owe this pleasure?”
“I’ll cut to the chase: I want to make the Centaurs the It Boys of Fashion and Lifestyle. Especially with the current statistics, they're set to make waves when June comes around.” As Yuna watched Catherine’s eyebrows shoot up in surprise, but not refute the implications of June, she went in for the kill. “We’re talking above mass market brands all the way to haute couture. Granted, Shane and Ilya already got the haute couture and luxury market covered, and there are new ones on the way. However, the rest of the Centaurs need that elevation as well. Your team, for some reason, have such distinct looks that these brands usually go for. And a whole hockey team as the new It Boys? The Centaurs will reach new heights beyond hockey. The market value of Centaurs goes up.” The words “past what the league can give” were unsaid, but the meaning was all there.
It was silent for a beat. Now, Catherine leaned back in her massive swivel chair; the sparkle in her eyes was brighter. “And this has nothing to do with the fact that the Metros are still enjoying the fruits of Hollander’s labours? Or, shall we say, the opportunities you have handed them through all of the connections you accumulated?”
Yuna stilled. Yes, this was definitely the root of it, but she didn’t think anyone would be able to pinpoint it so quickly. But, she guessed, if anyone could…
She looked Catherine in the eye and said, “I think the Metros should not have wasted the opportunity given to them.”
“Oh, I agree.” The way that simple line was said spoke volumes, as if whatever rumours Yuna may have heard before were being confirmed.
“Not to mention the incentive this will give your players to play even better. Most contracts will hinge on them being a hockey player, but there should be enough leverage for these contracts to be drawn so that being a Centaur is crucial.”
“Very well. But you must know that any direct help from me could be seen as salary cap circumvention.”
Yuna nodded. “This is why I only need your contacts. There’s no subtle way to say it: The brands I have in mind are rightfully hesitant to sign up team members of, until recently, one of the worst teams in the league even though June is very promising. I need to contact those higher than who I have right now for a very real push.”
“Brave. But I like it. You’ll get your contacts tomorrow.”
“Thank you.”
“I wish you all the best in your mission.”
March 2022
“Okay, listen up!” Ilya shouted over the team’s celebrations as they won against Nashville at 2-0. “Tomorrow, we have emergency dinner at our house.”
“Why do we have emergency dinners?” was a question from a laughing Wyatt.
“Yeah. What kind of team are we?” came Zane’s follow-up question.
"What even is an emergency dinner?" Troy asked, genuinely confused.
“Yeah, yeah. Just come. Yuna wants you all there.”
At the mention of Yuna’s name, the whole room turned their eyes on Shane, who was quietly getting ready to head to the showers. Feeling everyone’s gazes on him, he looked up and shrugged. “Do you really want to question Yuna Hollander?”
A chorus of Nos and grumbling about not wanting to face the wrath of Yuna was heard. Young even shuddered at the thought.
“Good,” Ilya said, clapping his hands to end the discussion. “Six p.m. Don’t be late!” The door opened then, and Coach Wiebe entered. Ilya’s attention turned to him. “That includes you, coach!”
Brandon looked at Ilya with an expression not unlike someone who was just hit in the head. “What did I miss?”
***********
“You’re getting brand deals, boys,” Yuna announced to the spacious living room the following evening. It had been converted into a large dining room for the evening as the early Spring temperatures were still low enough that eating outside might result in colds. Something they all don’t want to risk now that the playoffs are near.
She timed it perfectly, just as all of them had taken their big bites and no one could say anything else. Only Shane and Ilya remained calmly chewing, watching the whole scene play out from where they sat. “I’ve reached a deal with several fashion and lifestyle brands, and you’re all heading to different photoshoots starting in late June. Should you agree, we’re talking faces everywhere in Canada, USA, and maybe some European and Asian countries, too. There’s also magazine spreads to be considered.”
Thomas Young stopped. The pasta that had not made its way into his mouth fell back on his plate.
Zane’s fork made a distinct metal sound as it hit the plate.
Wyatt visibly jerked from where he was sitting down to stare at Yuna.
Nick, in the middle of swallowing, started sputtering and quickly grabbed his glass of water.
Luca used all his might to swallow whatever he’d taken a bite off so he could break the stunned silence. “Whaaaaat?”
A cacophony of questions followed.
“Huh, since when?”
“Fashion brand deals? For the Cens?!”
“What’s going on?”
“What timeline is this?”
“Somebody slap me, oh my god!” (A definite smack followed that one.)
Yuna sipped her wine as she waited for the ruckus to die down. Once it did, she took out her iPad and the television, which was previously turned off, and was switched on. Immediately, the screen was filled with the Cens’ team photo, taken at the start of the season. She pressed something and the image was followed by Shane and Ilya’s brand deals plus a few new ones. Several of the team whistled.
“Shane and Ilya, you have your old ones, but you have new ones like Balenciaga for Shane and YSL for Ilya. Rolex re-signed, as well. And you've been tapped by Calvin Klein for their new swimwear line and Adidas for this year’s Pride collection but the photoshoots for those are happening sometime in April for release in June.”
“Yes, we get Pride because Shane is super gay,” Ilya quipped, nodding sagely as if the words were a revelation. Shane rolled his eyes.
The corner of Yuna’s lips moved upward, but she nonetheless moved on. Next, Shane and Ilya’s faces were joined by Troy’s. “Troy is joining you boys for Tiffany and Co.’s newest men’s collection. Hunter is also tapped for this campaign. Other out players from different sports are joining.”
Ilya was frowning. “Why is oldest man alive joining us hot, young men?”
“Cap, I was eleven when you got drafted,” Ollie LaPointe said drily. Those younger than Ilya laughed while those older, like Nick and Max Boyle, both came to his defence with a curse at Ollie.
“Not invited to monthly pasta dinners anymore!”
Shane raised a brow, looking intently at Ilya. “Hot? You think Barrett is hot, huh?”
Troy, who was innocently taking a drink, sputtered at that. Ilya’s mouth opened and closed like a fish. And the guys were making whipping sounds.
“Anyway!” Yuna said in a loud voice before teasing descended even further. “Next.” Troy’s face stayed on the TV but is now joined by Zane, Wyatt, Nick, and Evan with the Ralph Lauren logo. “The brand saw you five and thought you fit their profile. You’ll be featured in their Fall/Winter collection.”
As the sounds of celebration and mild banter died down, Yuna continued. This time, the faces of Luca, Ollie, Thomas, and Theo Holmberg filled the screen along with the Apple logo. “Apple is coming out with new products this fall and they want you four. Luca, Apple has been made aware that you are an artist and they want to get you to show the new iPad’s artistic range. Theo and Thomas will be on their new AirPods campaign while Ollie gets the Apple Watch.”
More whoops and more teasing later, Luca’s face stayed on the screen but this time joined by Troy, Tanner, and Louie Girard, one of the rookies, and with the Lululemon logo. The three were set to join the new unisex line that the brand was debuting for fall.
Next, Zane’s face came back on the screen, along with Nick, and two enforcers, Marty Walker and Wade Hicks, showed up on the screen along with the Under Armour logo. The company was releasing a new athleisure collection that they would be a part of.
Zane was still on the screen, but this time he was joined by Evan and Max. Next to their faces was the Arc’teryx logo which got Evan to whoop in excitement. “What? I’ve been using the brand for my hiking.” To his delight, Yuna confirmed that the company heard of the three’s enthusiasm for the outdoors and wanted them to be the face of new camping outfits and gears.
Max’s face stayed there but is now joined by Wyatt and Tanner. The logo of Coach came on with details on new bags and perfume for Coach Men.
Luca’s face came on the screen again – this time with Shane, Julien Beaumont, a defenceman, and Anton Rodriguez, their other rookie. Luca was surprised, though, thinking the Apple and Lululemon deals were it. Canada Goose’s logo came on as well. “What?!”
“Yes, they liked you four for this. It really gives Canada Goose a global look. Or whatever jargon they used.”
As if that wasn’t enough, Luca’s face came on again and this time with Ollie and Jakob Braun, a forward, in Evisu. Much like Ralph Lauren, Evisu will release a new Fall/Winter collection and wanted the three.
“Four brand deals for Haasy! You are turning into your dad,” Ilya said, reaching out to ruffle his hair.
Yuna was smiling. “Yes, I showed the brands some game tapes and these four immediately said yes to Luca here.”
The team was good-naturedly teasing the flabbergasted look that seemed permanent in Luca’s face. At some level, Luca knew he was good to have made it into the big leagues, but a big part of him only thinks of it as ‘just playing good hockey’. This one, he didn’t dare tell anybody, especially Roz, for fear of further cementing his status as Shane Hollander’s child.
After it died down, Yuna went on. Theo’s and Thomas’ faces filled the screen along with Zachary Todd, another defenceman, next to the Onitsuka Tiger logo. A new collection will be dropping later in the year with the three being well-suited for the brand’s profile.
“And Brandon,” Yuna turned to Wiebe who was quietly taking all of this in. Wiebe turned to her with a start, almost wary of what would happen to him. She clicked on her iPad and his face, along with Boss’ and Garmin’s logos, came on. The team’s whoops and whistles were loud and longer than for the others.
“Look at you, Coach! Also a model boy!” Zane joked.
This was then countered by Nick, who said, “Don’t you have three deals? One more than Coach?”
Wiebe ignored the ensuing banter. “I haven’t had a brand deal since the start of the previous decade. What is going on?”
“Well, Brandon, you are one of the youngest coaches to lead a team into the playoffs. Brands want in on early investments.” Yuna emphasised the last two words. The hint that the possibility of Wiebe leading his team to a Stanley Cup this season is high, thus making him one of the youngest coaches to do so, was heavily implied there.
“And what will I do with Boss? I can’t wear their suits because of that deal all coaches have with this other place.”
“Don’t worry, they want you for that new perfume coming out.”
Theo laughed. “What’s the tagline like? That they can mask the smell of our locker rooms?”
“It’s ‘cos of your stinky socks, Bergy!”
“Yeah, but it's your feet that stink, Tommy!”
The team dissolved into laughter, including Shane and Ilya. Yuna looked fondly at each and everyone of them as the team’s camaraderie and friendship flowed naturally. She had never seen Shane this comfortable with his former team even after a decade with them.
But she had a job to do and directed everyone’s attention again.
“Part of the brand deals is that you are to be seen wearing or using these brands not only in social media posts, billboards, and magazines but in real life, too. For clothing, shoes, and/or accessories, this means wearing what the brands would lend you in public, especially at events, even before the actual launch of these campaigns. And after, for a period of time. A lookbook will also be available to you for your own styling or, if you have a stylist you can contact, for them to refer to.”
Yuna paused there, noting the glazed look some of the guys sported after hearing about stylists. She looked at Shane, who seemed to understand her intent and spoke up in his captain voice that he never really lost. “We will solve any styling issues later. I have contacts.”
That seemed to have eased some tension as the players nodded decisively and steeled themselves. Yuna continued, looking them all in the eyes. “The contracts will be sent to your emails tomorrow morning, and I want you to read them very carefully. And then, go over them with your lawyers.” At the sight of some members about to protest at that, she quickly added, “If you don’t have a lawyer, call me as well and I’ll connect you with one. You have a week to decide and to sign if you like the terms there. If not, you can negotiate but I wouldn’t suggest major terms for your first big brand deal.”
Murmurs of discussion and some comments on what each brand expects rippled through. She gave them a bit of time as she enjoyed sipping her wine. While hesitant, especially with how the Metros turned out, she could feel in her bones that it was right to back this team in this way. Even if it started as a way to get back at Shane’s old team.
She looked at her watch and noticed it was getting late. David would also be home any time soon, having finished his game night with his old buddies.
Yuna cleared her throat to get everyone’s attention. “For this season only, I’ll stand in as your marketing agent but please get your own next season to increase marketability. Hockey is not forever.”
September 2022
Yuna was in the same Montreal mall again. This time, it was to see her friends who still live in the area. It was a bit of a drive, but Yuna made sure to arrive earlier so she could stroll.
The ads were out. Copies of the photos used for magazines and billboards all over North America, Asia, and Europe were sent to her previously. Tracking online activity also showed international fans celebrating the brand deals the boys got.
A comment even got a chuckle out of her, saying, “Momager Hollander coming in hot to secure brand deals for the whole team is the most predictable thing in the 20/21 season, and I’m including the Cup win from June.”
Another comment got her to cackle so hard that David started calling her a witch again. “The Metros getting lacklustre deals this season versus the Cens getting all kinds of luxury brands is the kind of karma we all should have seen coming. Thank you, Mama Hollander!”
The whole team was very good at doing their part, too. Posting about the brands on their socials and making sure to be seen wearing them outside, whether it’s an official or personal event. They all have marketing agents now as well. Granted, the younger players were sharing theirs, but it’s good to see them so proactive about this. Especially the ones with children. All of them were profusely grateful for the opportunities and contacts given, an attitude Shane’s old team, though vocal with their thanks at the start, never really quite adopted.
Back in August, write-ups from different publications about the team being branded as the It Boys became viral very quickly, especially as the whole team was seen sporting the brands they were endorsing during a pre-season dinner in a restaurant in Ottawa. Yuna hopes their current agents can maintain the momentum.
Yuna didn’t make it five steps into the mall when she saw the first ad: Lululemon. Troy, Luca, Tanner, and Louie were all in trousers, jackets, and shirts of different kinds and colours. On one poster, Troy and Tanner were paired up with the former sitting on a stool, one leg outstretched, and the latter standing behind him, a bit to the left, with hands in the jacket pockets. Another poster showed Luca and Louie, standing side-by-side with Louie leaning his shoulder on the wall and turned a bit sideways towards Luca who was fully facing the camera. A third poster, with all four of them in it could also be seen. The four were wearing winter workout clothes of different colours but differently styled. They were outdoors and taken slightly from above with all four of them running.
Yuna nodded with approval and walked a bit further where she saw Under Armour. Zane, Nick, Marty, and Wade were all wearing the brand’s new athleisure. Just like Lululemon, there were three posters in total: One with Zane and Nick taken from below, standing next to each other and looking down at the camera. One with Marty and Wade on the floor of a gym, leaning back on the wall with both their legs outstretched. The focus of the shots was the shoes. The third showed the four outdoors in a park wearing more athletic clothing; Zane was lunging, Nick was stretching his arms, Marty was mid-drink, and Wade had a leg behind him, stretching it. All four were in a rough semi-circle, hinting at some interaction but otherwise focused on what they were doing.
“Very nice,” Yuna muttered to herself.
Next to Under Armour was Onitsuka Tiger. It was a relatively smaller store and as such, only a limited number of posters decorated their walls. Still, they had one featuring Theo, Thomas, and Zachary wearing the brand’s winter street style clothing. The poster was displayed on the wall behind the counter and took up half of the space. The shot was dynamic with the three shown mid-running: Theo was in front, facing the two and running backwards; Thomas was after him, looking back at Zachary who had an arm outstretched as if trying to catch Thomas. They were on a sidewalk with a row of houses behind them in a blur, suggesting fast movement from the three while the focus of the camera is on them.
Yuna went to the second floor and saw most of the brands the Cens were featured in. The big (and almost blinding) Apple store was impossible to miss as it was almost right where the escalators were. On the outer walls were big posters of the newest Apple products. On one, Luca was lounging on the couch as he drew using the new iPad. It was angled from above and only Luca’s side profile could be seen, with most of the space being taken up by the iPad with Luca’s drawing on it (the drawing was an aerial view of Parliament Hill during sunset). Next to it were Theo and Thomas standing next to each other while they were shown from the chest up. Theo, although his eyes are on the camera, is facing Thomas to clearly display the AirPod in that ear. Thomas’ body is facing the camera but his head is slightly angled down as if he was checking out something below the camera, to show the AirPods Max in its full glory. Ollie, featured on the last poster in casual clothing, was shown from the torso up, holding what looks like a hockey stick. The hand holding the stick is front and centre, with the Apple Watch clearly visible.
Across the Apple store was Arc’teryx and Yuna didn’t even have to go inside to check out Zane, Evan, and Max’s posters. There were three, featuring each one, on one side of the glass walls. Zane was in a green parka jacket, black shorts, black compression pants underneath, and the brand’s newest trail running shoes. He was mid-run on a forest trail. Evan was wearing the brand’s newest blue-grey winter jacket, grey pants, hiking footwear with a black camping bag on his back while holding trail sticks in both hands. He was mid-hike on some rocks. Max’s poster was a bit different as his was a still shot with the top of a cliff as the setting. He was wearing the newest khaki insulated vest with white long sleeves underneath, khaki pants, and hiking boots. He was mid-zip of the vest while looking to the side.
“Tasteful,” Yuna thought before her attention was then caught by Evisu beside them.
All three — Luca, Ollie, and Jakob — were wearing distinct Evisu streetwear. There were two posters in the stores both captured indoors. One featured Luca alone, mid-movement with his hands outstretched, head slightly falling back a bit, a foot off the ground, wearing faded jeans and an equally faded denim jacket. He had no undershirt on and the movement showcased his toned chest and abs. Ollie and Jakob were in another shot, with the former closer to the camera and the latter behind him. The two were wearing dark denim baggy pants and cropped jackets. Ollie was facing the camera, the V of his torso shown off well with the outfit combination. Jakob, to show off the intricate details behind, had his back to the camera. His head was turned sideways, also showing off his sharp cheekbones and jawline.
Coach was nearby and the almost floor to ceiling displays they have at the entrance of the store have: Wyatt, in fall semi-formal clothing, seated on a bench with his thighs spread out in front of the Ottawa river, and the newest men’s leather backpack held against his leg; Tanner, wearing a plaid shirt under a leather jacket and denim jeans, standing in front of the open driver’s seat and arms resting on the door and roof, looking straight into the camera while the newly released perfume bottle outside the frame; and Max, in a more casual jacket, was standing in front of a skyline, hair ruffled and hands in the jacket pockets, while sporting the newest crossbody bag clearly placed in the middle of the shot.
The Coach displays were particularly inviting to Yuna – or maybe David’s upcoming birthday had been at the back of her mind since earlier in the month – that she resolved to buy the perfume for David.
Canada Goose, meanwhile, had gone the video route for displays. The wall that can be clearly seen from the entrance of the store had been covered in LED screens, and the alternating faces of Shane, Luca, Julien, and Anton replayed over and over. Shane, in a dark brown long coat with faux fur hood lining, knee-length shorts of the same colour, black boots, and no shirt underneath, was semi-sprawled on a bench inside what looked like a locker room. The camera did some close-ups of the details (it was the newest item for the season) which inadvertently showed muscles. Then, the camera angle widened to show that he was looking at something on the side, then ever-so-slowly looked at the camera. Yuna did not want to think further about that look. Afterwards, Anton and Julien were then shown playing in the snow, wearing puffer jackets in white and blue, respectively, with pants in opposite colours. The two were having the time of their lives, with close-ups of the jacket details interspersed in their video. Finally, Luca is seen wearing the standard Canada Goose long, black puffer jacket, zipped up to his neck, looking to the left and right before crossing the street in a jog towards the camera. A wide smile was plastered on his face as if to greet the viewers as he got closer.
When the video replayed, Yuna quickly got out of there and straight to Garmin which had a smaller store, even compared to Onitsuka Tiger’s downstairs. The newest Garmin watches were displayed on either side of the entrance with the posters showing Brandon behind them. On the left was the more sophisticated watch, with the coach shown half-turned towards the camera in a suit. It looked like somebody just called him as he was deep in thought because his other arm was raised in a way suggesting his hand was just on his forehead. The action showed off the watch perfectly. On the right side was a more sporty variety and Brandon was wearing a nondescript tracksuit in black, red, and white, facing the camera. His arms were crossed but in a way that the wrist wearing the watch was holding on to the opposite bicep. A hint of a clipboard can be seen at the edge of the photo, held by the non-watch-wearing wrist.
Yuna gave a wry smile. Whoever thought of the concept is definitely giving a shout-out to the Cens, hinting at an interest in a longer partnership. Smart.
After looking around and making sure she didn’t miss any other stores on this floor, she headed one floor up and spotted higher-end brands: Boss, Tiffany and Co., and Ralph Lauren.
Boss had Brandon again, this time inside the store above the shelves lining up the newly released perfume. He was staring intently at the camera, the sun on his face casting a warm glow and making him squint. His hair was artfully dishevelled and wet, and the white dress shirt he was wearing had the top two buttons undone showing off a sliver of skin and wisps of hair. The arm sleeves were rolled up to display impressive forearms and veins. The background showed the photo was taken during sunset at the beach. Overall, the effect was sultry.
Okay, maybe Yuna will consider a Boss perfume for David instead…
Meanwhile, Ralph Lauren’s massive outer walls showed the five Cens on cobbled streets with buildings made of limestone, suggesting an old city. They were all lined up horizontally, walking the streets together as they interacted enthusiastically. All five looked similar, wearing three-piece suits of different colours and patterns. However, some changes were made to ensure new pieces for the season are highlighted. Zane was wearing a patterned scarf with his hands in his pockets, turned smiling to Wyatt who was mid-explanation, looking down at his hands covered in dark leather gloves. He was also wearing a leather beret. Troy was in the middle with the long coat mid-swish at his legs, staring at the camera, bright blue eyes stark against the colour scheme of the poster, with a sly smile on his face and hands in his pockets. Nick, who was holding a man purse in leather, and Evan, sporting the newest knee-high boots for men, completed the line. They were both turned towards Wyatt and whatever explanation he was making. Nick had a wide smile, mirroring Zane, while Evan was outright laughing.
Tiffany and Co.’s campaign was playful. Their walls were, like most of the ones in this mall, made of glass and so the store can easily show the newest pieces to the public. Behind each one were the out athletes showing how each piece can be worn, except, in a type of tongue-in-cheek moment, they were peeking in from window blinds coloured in Tiffany blue. Each poster was a close-up to fill the space with just the blinds and the athlete’s relevant body part. First was Ilya, using his fingers, sporting rings upon rings, to open up the blinds. Even though the public can’t see his lips, the teasing expression couldn’t be contained. Beside him was Shane, looking from behind the blinds with a smirk and his face angled so an earring could be seen. Next in line was Troy, wearing a long-sleeved shirt with the cuffs held by cufflinks shown when he opened up the blinds.
The top floor contained the mall’s most luxurious brands. This was also a floor Yuna only set foot on once, only because Shane insisted she pick her birthday gift from this floor. Now, though, she’s here to admire her sons’ work outside hockey.
Balenciaga’s display featured different celebrities known in their fields in rows and columns. While Shane was not in the middle — that spot rightfully belonged to a veteran actress still at the top of her game — he was right next to it. Shane was leaning back, posture relaxed as if he was home, on a wooden board, an oversized black leather jacket, black denim, a plain white tee under, and a black leather bag in display. The outfit was a throwback to 90s fashion, which was complemented well by Shane’s newly cut heartthrob hair. Yuna remembered this one, and the other photos from this campaign, coming out and all of social media losing their minds. Shane had to confiscate Ilya’s phone to avoid the latter from fighting everyone online.
Yves Saint Laurent was across Balenciaga. Just like the latter, the former held a campaign to show the newest endorsers in one photo. There are fewer of them but enough that Ilya wasn’t the sole focus. All of the new endorsers were together in the poster, divided by mock marble columns (although she suspects the editors just pasted individual photos to make it look like they were in the same room). He was standing to his full height, wearing a mustard silk shirt and light brown slacks. His legs were apart and his hands were in his pockets. He was staring the camera down — less Ilya from the Tiffany and Co. photo and more Rozanov, the league’s nightmare. Shane cleaned the whole house, including the backyard, to distract himself from being completely jealous of whatever people online were saying when this photo was released.
Rolex was the last one and the concept was definitely an ode to the rivalry. Shane’s photo was on the left wall next to the door, his profile turned to the right and a balled-up fist featuring the watch under his chin. Ilya was on the right, in the same pose but turned to the left, and with a different watch. Both were smiling. As soon as people enter the store, though, the photo of Shane and Ilya, together, wearing the same watches as in the photos outside, can be seen. The husbands were wearing similar nondescript black suits with Ilya behind Shane, the watch visible courtesy of his arm resting on Shane’s shoulder. Shane’s hand reached up to hold Ilya’s hand, effectively showing the watch. The hashtag #hockeyhusbands trended worldwide after the photo dropped.
Yuna smiled.
July 2022
This year-end dinner gala that Crowell hosts for all the teams’ upper management and league sponsors is boring. Just like last year, the people in this room kept talking in code, plastering polite expressions on their faces, and spending most of the evening sizing each other up. Catherine hated it.
Why was she back? Oh right, to rub in the result of the league’s insidious ignorance to their faces. Ottawa won the Cup with the – what was that term her assistant Eloise used that came from the public? Ah yes. With the power of love and friendship.
This would be the last of these she’ll attend though. Ottawa has made their point.
When the circle she was in naturally broke off, she flagged a server offering flutes of champagne. As she took a sip, Crowell sidled up next to her. From the corner of her eye, she saw Jean-Luc, standing nearest to her, raise his brow in question. She gave a slight shake of her head and her brother went back to focus on whatever the Carolina team’s owner was saying.
“I heard very interesting things about the Cens,” he said, a fake smile in place as a couple of sponsors passed by in front of them.
She finished sipping before answering him. “You of all people know how interesting they can get.”
“Oh yes, no, I agree. But it’s equally interesting that everyone in the current roster suddenly has brand deals. And Wiebe, too. Before the Cup.”
Catherine shrugged.
“So naturally,” Crowell continued. “I got curious. Who would give a whole team brands to endorse? The back-up goalie even has one. Previous winning teams don't have that. What is going on in Ottawa?”
Catherine waved at the owner of San Jose, whom she’s always liked, as she prodded Crowell with, “And?”
“Imagine my surprise,” he had to pause as one of the biggest league sponsors passed by and he had to smile, “when I found Yuna Hollander got in contact with the C-suite people of these brands.”
“That is very interesting, indeed. What a remarkable woman.”
“Oh, it gets more interesting,” he said, tone shifting as he fully faced her. “Those C-suite people are in your family tree. Different last names but part of it all the same.”
Catherine turned to look Crowell in the eye. “And?”
“This is salary cap circumvention, du Saint-Ives. The BOG will surely vote to take you three out.”
“That is a grave accusation, Crowell. Evidence?”
“They’re your cousins. And Yuna Hollander was seen in your offices shortly before she was able to contact them.”
“People go into my offices all the time. Did you and Dubois not basically storm mine back in November last year just before the first Ottawa vs Montreal game to propose a deal?” Catherine asked rhetorically, referring to the surprise visit from the two as they raved about partnerships and rivalries. This resulted in the three of them commandeering a private box in the arena to watch Ottawa devastate Montreal. “As for your evidence…one of your cousins is a United States politician, is he not?”
“Don’t change the topic.”
“Should I also accuse you of political cover-ups then?”
“What does that even mean?”
“I mean, since you are accusing me of having such a huge influence on my cousins, then I can accuse your cousin of having such an influence over you, too.”
Crowell sputtered but was forced to swallow it as multiple sponsors got too close to them and he was forced to play nice. He noticed a few of the owners looking in their direction, though, openly interested in the quiet showdown happening in the middle of the ballroom.
Catherine, however, had no qualms and continued, “Meddling in businesses is a bad idea and I do not do bad ideas.”
“If it’s proven–”
“Then prove it. But need I remind you that virtually all owners sit on boards of or partner with other businesses that their players have brand deals with?”
Crowell stared at her, emotions flitting through his eyes as he decided how best to reply. Finally, he took a deep breath and squared his shoulders, “Very well. But I’ll keep watching.”
Catherine smiled mockingly. “That is your job, Commissioner.”
February 2022
Yuna stared at the stack of cards delivered to her house. There was no return address on the post but she knew very well where they came from.
On the surface, they were like any other business cards except for two things: one, it was coloured grey with white lettering; and two, the crest she saw in Catherine du Saint-Ives’ office was engraved at the back of each one.
She took out her laptop and notes to prepare. When that was done, she sat down and took a deep breath before dialling the first number.
It rang three times before a cheerful, feminine voice greeted her. “Good morning, offices of Gupta-Villiers. May I please know who I am addressing?”
“This is Mrs Yuna Hollander.”
If the voice on the other line did not know her, she didn’t show it. “It is my pleasure to assist you Mrs Hollander. Could you please confirm which business card you are holding?”
Ah. Yuna gets it now. “It’s grey. There’s also a crest engraved at the back.”
“Thank you, Mrs Hollander. Please give me a few seconds to transfer to Mr Gupta-Villiers.”
There was a click and a few seconds later, a masculine voice with a British accent came on. “Mrs Hollander, I understand you are holding a grey card. Tell me your plan.”
Yuna steeled herself. “I have the perfect candidates to endorse your brand.”