Over the years, fashion and design have become an increasingly big part of sports. Whether we're discussing your favorite team's logo, every league's set of jerseys, or which shoes athletes are wearing, branding has always had a place in the world of sports. Accordingly, it's not a surprise that more leagues are investing additional resources into that lane.
Across professional sports teams and leagues who are looking for ways to make their brands more popular; the NHL's Arizona Coyotes are leading this revolution. In recent months, the Western Conference competitor has found themselves at the branding vanguard in their efforts to not only highlight their player's fashion taste and personality on social media but make merchandise that tells the story of their home state. And for that, the Coyotes turned to no other than Dennis Calvero, the designer of their new streetwear collection.
Calvero, a proud Los Angeles, CA native, is an experienced streetwear designer who has thrived in the world of fashion, ranging between launching and selling brands such as Crooks & Castles and, at one point, was the Design Director of Mark Ecko Enterprises. Alongside being a huge sports fan, Calvero has a great understanding of how branding in sports works, and that's regardless of a team's success.