FEATURE
In the old days of war, a win- ning army had the privilege of looting the countryside, tak- ing what they wanted - wealth, harvest, women, whatever. In more modern and civilized times, surrounded by far less life-threatening battlegrounds, triumphant athletes receive the benefits that go with the actual winning of a title or prize – a trophy, endorsement contracts, celebrity status and media attention.
The domino effect of such spoils not only affects those in the competitive spotlight, but the spectators who thrive on the rush and thrill of the game. Just ask Jason Portnoy, Founder and President of True Rivalry. Since launching the Montreal-based sports appar- el brand in 2010, he has gar- nered a wave of support and has reaped its rewards.
8 avef MEN Indian summer 2012
Looking to bring a more original and comfortable statement to sports fandom, Jason identified the need to express the boiling passion that resides in fans everywhere without resorting to acrylic paint and the exposure of flesh to the elements.
“Every jersey and every t-shirt that I ever owned had a player on the back that got traded, so I looked for a way not to waste $250.00 on a jersey, but all I saw in stores were boring logo tees.” he explains. “There was a market for attitude and edginess that wasn’t being targeted, so True Rivalry was created.”
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