sionate fans. We want to make something that satisfies our customers and makes them proud of their purchase.”
True Rivalry (TR) may cater to the many hockey, football, baseball and soccer fans, but the brand itself has scored with many followers since its re-launch five months ago. Celebrities such as Hip Hop artist Annakin Slayd, Pittsburgh Penguins defense- man Kris Letang, MTV reality star Brody Jenner and drum- mer Jeremy Taggart have been spotted wearing the TR logo. Notably, fellow Montrealer and self-professed Habs fan, actor Jay Baruchel sported the “For Life” design during his entire press tour for the movie Goon.
Speaking of press, the brand grabbed a slew of media attention when Jason had aL particular goal in mind – or goalie, rather. The “Halak Stop Sign” t-shirt became an in- stant bestseller and was con- stantly flying off the shelves. “That shirt defined the entire city of Montreal and Montreal Canadiens fans across the world during the entire playoff season. Seeing that catch on was a proud moment.” he re- calls.
Being an unofficial distribu- tor of league merchandise enables True Rivalry to bring all of that attitude and edge to the forefront of the brand. “We can write (and get away with) the slogans that the bigger brands can’t.” he says. “We create a product that we would want to wear as pas-
It’s safe to say that TR’s cre- ativity and success is inspired, fueled and reflected by the sports world’s many adver- sarial matchups. “We start off by looking for a rivalry or a moment that defines a game. (i.e. Yankees vs. Red Sox, Tim Tebow’s miraculous run as quarterback for the
Denver Broncos) From there, it’s all about bold brainstorm- ing and producing designs that back up those ideas.”
Capitalizing on Tim Tebow’s run, the “All I Do Is Win” t-shirt was a popular online seller.
With so many great moments in sports history, one question begged to be asked – Which moment would TR have loved to be a part of? “I am a big Indiana Pacers fan, so I lived for the Reggie Miller and the Pacers rivalry with the New York Knicks. For those few years, TR could’ve had a lot of fun with that.” he says.
True Rivalry’s tag line “What Side Are You On?” invites us to make a choice, and as far as picking sides goes, Jason knows where he stands. “On the side that wins!” he says with a laugh. “In all serious- ness, more than inviting our supporters to make a choice, it’s a call to action. There are things where we must all stand on the same side.”
TR has had the privilege of supporting many great chari- ties. Among the causes TR lends its support to is The Gary Carter Foundation (
www.garycarter.org/home.html), an organization that builds programs to better the physi- cal, mental and spiritual well- being of children.
All profits from TR’s “Gary Carter” t-shirt sales go direct- ly to the foundation.
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