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FE Enters the Sports Culture Space with Limited-Edition Fashion Line Featuring Hockey Hall of Famers

FE, one of the leading brands focused on sustainability in the apparel business, today formally announced their entrance into the growing space of ‘sports culture,’ with The Legends of the Game Collection, a limited-edition line of collectible reversible bomber jackets that pay tribute to some of the greatest players in hockey history. This exclusive collection, in collaboration with the NHL Alumni Association (NHLAA), the National Hockey League and Getty Images, honors the careers of NHL Legends Mark Messier, Wayne Gretzky, Martin Brodeur and more with a unique blend of style, nostalgia, and craftsmanship. Only 99 pieces of each legend’s jacket have been created, with each style individually numbered from 1 to 99 – making them a rare and coveted addition to any fan’s wardrobe. The jacket is the first style in a growing line that will also include hoodies, each designed to blend the culture and heritage of hockey with contemporary, cutting-edge fashion trends. The jackets are available on the FE Website and at the NHL Shop NYC store in Manhattan.
“The Legends of the Game Collection gives fans the opportunity to honor their hockey heroes in a stylish and sustainable way,” said Bill Chang, CEO at FE. “This collection celebrates remarkable achievements by exceptional players and offers a chance to wear a piece of sports history.”

“Our goal every day at the NHL Alumni Association is to ‘Honour the Past’ by making tomorrow better than today for all NHL Alumni and their families. Through these specially designed jackets, FE is furthering this mission and allowing fans to honour the legacy of iconic hockey heroes,” said Glenn Healy, President and Executive Director of the NHL Alumni Association.

The Legends of the Game Collection is meticulously designed to celebrate the legacy of hockey icons. Each bomber jacket showcases the legendary player’s jersey number, most iconic photos, career stats and team logo. Crafted in the player’s team colors, the jackets capture the essence of these hockey greats with a tribute that’s both striking and meaningful. The jackets are also reversible, providing two distinct looks in one garment. Fans can choose to display their favorite legend’s images on one side or choose a sleek, minimalist design on the reverse.

Craftsmanship is a key focus at FE. After the fabric is printed using state-of-the-art digital printing technology, every panel on each jacket is hand-pinned before cutting for precise placement and every seam is matched perfectly. This dedication to detail ensures a high-quality product that truly honors the legacy of these hockey icons. The jackets are also made from 100% recycled fabric, combining sustainability with performance. The fabric is water-repellent and anti-microbial, offering durability and comfort.

Deborah Hull, wife of the late Chicago Blackhawks legend Bobby Hull, expressed her admiration for the collection: “It is just amazing…Bobby would have loved it! It’s an honor to have this piece of memorabilia for the family to cherish for a long time. I know he would be so proud of the NHL Alumni and what you are achieving. Best of luck on all the Alumni endeavors.”

The initial launch features: Jean Beliveau (Montreal Canadiens), Ray Bourque (Boston Bruins), Martin Brodeur (New Jersey Devils), Paul Coffey (Edmonton Oilers), Marcel Dionne (Los Angeles Kings), Peter Forsberg (Colorado Avalanche), Wayne Gretzky (Edmonton Oilers), Gordie Howe (Detroit Red Wings), Bobby Hull (Chicago Blackhawks), Brett Hull (St. Louis Blues), Nicklas Lidstrom (Detroit Red Wings), Mark Messier (New York Rangers), Stan Mikita (Chicago Blackhawks), Denis Potvin (New York Islanders), Maurice Richard (Montreal Canadiens), Larry Robinson (Montreal Canadiens), Patrick Roy (Colorado Avalanche), Joe Sakic (Colorado Avalanche), Teemu Selanne (Winnipeg Jets) and Steve Yzerman (Detroit Red Wings).

The Legends of the Game Collection is now available for purchase exclusively on the FE website (www.fe-apparel.com) and at the NHL Shop NYC store in Manhattan. With only 99 jackets for each legend available, fans are encouraged to act quickly to secure their piece of hockey history.

Messier, Frazier, Bird, Boone Lead Off Steiner’s New ‘Athlete Direct’ Marketplace

A plethora of champion players and coaches – from New York Rangers Stanley Cup icons Mark Messier and Mike Richter to Football Giants Super Bowl legends Tom Coughlin and Mark Bavaro to women’s basketball greats Sue Bird and Nancy Lieberman to Yankees World Series champs Aaron Boone and Willie Randolph to college coaches Lou Holtz and Jim Boeheim – have all lined up to partner with Brandon Steiner’s brand new “Athlete Direct.” “Athlete Direct” is just another Steiner brainchild. He launched the new sports marketplace CollectibleXchange.com just over a year ago.

Steiner, who revolutionized the sports memorabilia and collectibles industry during 32 years as founder of Steiner Sports Marketing and Memorabilia, has transitioned from that company to transform the industry once again with the launches of “Athlete Direct” and (earlier) CollectibleXchange.com (in 2019); AD gives the players and coaches a “one-stop-shop” to sell memorabilia – autographed, game-used and commemorative items – as well as new product lines – directly to their fans.

In addition, collector’s will be able to have their own photos, jerseys, balls and other items personally-signed by the athletes. And that’s not to mention fan experiences for zoom one-on-ones to such video greetings as birthday messages, and specialize products.

“This was always the big picture I had in my mind,” says Steiner. “I found that over the years, there was too much of the same thing, hundreds, thousands of balls and jerseys signed by the same player. People bring collections to us, and are disappointed in their value because players just signed so much. Now we are away from the volume and give propriety to high end exclusive stuff; those ‘hard to get,’ cool, pieces. We’re trying to work on not only collectibles but also private items – from exercise machines to skin care products to healthy snacks.”