Mark Messier Launches GAME 7 NHL Apparel Collection

Mark Messier, a legendary figure in the NHL, has expanded his sports lifestyle brand, GAME 7, to include an officially licensed NHL apparel collection. This launch follows the brand's initial foray into NBA merchandise in April 2025 and is set to cater to hockey fans during the 2025 holiday season. GAME 7, co-founded by Messier, actor Danny DeVito, and entertainment executive Mat Vlasic, aims to encapsulate the intensity and legacy of pivotal sports moments, particularly the high-stakes atmosphere of Game 7s.

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The brand's ethos revolves around the concept that "Game 7 is the two greatest words in sports," celebrating moments where athletes rise to the occasion. Messier's own career is marked by iconic Game 7 performances, including his pivotal role in the New York Rangers' 1994 Stanley Cup victory. This legacy informs the brand's mission to inspire others to reflect on their own "Game 7 moments" in life, emphasizing perseverance and dedication.

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The official launch of the NHL collection took place at the NHL Shop in New York City, where hundreds of fans braved inclement weather to meet Messier and view the new apparel. The collection features gear for several NHL teams, including the New York Rangers, Boston Bruins, Chicago Blackhawks, and Montreal Canadiens. Prices for the apparel range from $32 to $100, with items available on Amazon and at select retail locations, including Madison Square Garden.

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GAME 7's ambitions extend beyond apparel. The brand has produced a five-part anthology series on Amazon Prime Video, exploring the significance of Game 7s across various sports. Messier and Vlasic have indicated plans to expand into WNBA and NCAA merchandise by 2026, aiming to create a comprehensive sports lifestyle brand that resonates with fans across multiple platforms.

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Mark Messier expressed his vision for GAME 7, stating, “We think GAME 7 can branch outside the realm of sports... and ask everybody what their own game seven moment is.” He emphasized the importance of storytelling in connecting with fans, highlighting the brand's commitment to celebrating those who thrive under pressure.

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While the brand has received positive attention, some critics may question the necessity of another sports apparel line in a saturated market. However, the unique focus on the emotional and psychological aspects of sports moments sets GAME 7 apart.

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Looking ahead, GAME 7 plans to continue its partnership with Amazon to develop more content and merchandise. The brand is also set to collaborate with the New York Rangers on exclusive merchandise drops and digital content, further solidifying its presence in the sports apparel landscape.

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• “New York City is a blue-collar town,” — Mark Messier

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• “We have to let people know what we stand for and I think we’re doing a good job of that.” — Mark Messier

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• “Game 7 has been a strong launch for us.” — Jason Rabin, CEO of Centric Brands

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• “We’ve all had Game 7 moments in our lives — whether it’s on the field or in our careers —where we embrace the pressure.” — Jason Rabin, CEO of Centric Brands

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Through GAME 7, Mark Messier aims to create a brand that not only offers premium sports apparel but also fosters a deeper connection to the moments that define sports and personal achievement.

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