Which brings us to San Jose and February 1991.
The city had been granted an expansion franchise, and the Sharks already had announced their name after holding a name-the-team sweepstakes that drew suggestions from every Canadian province, every American state and some European countries. The Sharks had not unveiled their logo and sweater, however, and they wanted to do something special.
"The Bay Area had established teams in all the other major sports: the Giants, the A's, the Raiders, the 49ers, the Warriors," said Matt Levine, who was the Sharks vice president of business and marketing operations at the time and now runs his own sports consulting company. "We wanted to as quickly as possible get out of being viewed as, 'Oh, they're an expansion team. Give them a few years. They might start attracting our attention.' "
So they called Colleen Howe, "Mrs. Hockey," Gordie Howe's wife and business manager.
"If anybody could transcend the just-another-uniform introduction and make it into something extraordinary, it would be Gordie Howe," Levine said. "We embraced this as a metaphor for how we wanted to be viewed. We thought it would appeal to the local Bay Area and grab people's attention in a way that would give us credibility that we might not normally have going the traditional route."
The Howes accepted the invitation but did not accept an appearance fee, only expenses. The Sharks invited everyone who had suggested the name "Sharks" to a rink in a shopping mall in Cupertino, Calif., and about 300 of them showed up to sit on portable stands set up on the ice. A lot of media showed up too.
After a choreographed skating routine that showed off sample Sharks merchandise, out skated Howe and owner George Gund III wearing the new teal Sharks sweaters, featuring the logo of a shark biting a hockey stick. Howe did interviews. He signed autographs. Here was this new hockey team, and here was Mr. Hockey himself wearing its colors.