By Terry Frei
Denver Post Sports Writer
Oct. 10 – Since the Avalanche arrived in Denver, the uniforms have had that “big foot” emblem on the shoulders, prompting the frequent question: What the heck does that meannew jersey devils custom jersey mercer?
The foot was thrown onto the uniforms hurriedly after the team was moved to Denver in the summer of 1995. But the process of removing it from the uniforms would have been so complicated, because of NHL Properties rules, the Avalanche just stuck with it.
In keeping with ’90s sports trends, the Ascent Entertainment marketing folks decided to try to take advantage of the emblem, coming up with “Howler”, a loveable Bigfoot-type mascot, actually a human in costume.
Ascent’s other team, the Nuggets, has had success with Rocky, a mountain lion. Don’t tell anyone we told you this, but the athletic young man hired to play Howler is the cousin of the man who plays Rocky.
This all is the product of the numbingly conforming “modern” marketing of sports franchises, produced when marketing folks all attend the same seminars and league meetings and end up with game-night presentations they believe are cutting-edge and clever, but in reality are mindless imitations of what everyone else is doingshop oilers jersey. We’re even seeing a little more of this at Broncos games this season, and rather than innovation, it often is an annoyance.
In this case, the Avalanche hockey operation has balked at embracing the mascot, limiting its visibility in the arena on game night. Amen. In hockey, more than the NBA, the game is the thing, and the configuration of the arena doesn’t allow for occasionally entertaining intrusions from mascots.
If Howler is used for public-relations appearances and to work with kids – many of whom already seem to love the mascot – then that’s fine. The Avs seem determined to avoid making this into a circus, and they should be praised for bucking the trend.
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