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The Official Site of the Detroit Red Wings

Digital age welcomes Wings' catalog

by Andrea Nelson / Detroit Red Wings

Niklas Kronwall and several other Red Wings players modeled for the team's digital merchandise catalog that will be available on the team's website beginning Nov. 11. (Photo by Dan Mannes/Detroit Red Wings)

DETROIT Niklas Kronwall never thought he’d see the day when he’d be modeling.

“No definitely not,” the defenseman said of modeling as a Red Wing. “That was not one of the goals I had.”

But Kronwall was more than happy to act the part for the new launch of the Detroit Red Wings digital merchandise catalog.

“Anything we can do to help out, whether it’s merchandise or any other aspects to grow the organization, get even more fans and more people involved and selling more merchandise so to speak, we’re happy to help,” Kronwall said.

In past years, the Red Wings had produced a print catalog that was mailed to customers. The brand new digital catalog will be launched on the team’s website on Nov. 11, offering many new options to Hockeytown fans across the country and world.

“Basically what we want is to give them what we feel is the best of the best,” said Maggie Sweeney, the Red Wings retail promotions manager. “We know how difficult it can be for our friends who are spread out across the country to get anything. We will have some exclusive items in here as well, that typically you would only be able to get at our store that’s in Troy or here at the arena, so that gives them a little taste of that exclusivity. We don’t want our diehard fans who just happened to be out of the area any less special than our diehard fans that are in the area.”

The digital catalog will include items such as sweatshirts, T-shirts, long-sleeved shirts, sweatpants and much more. New items will also be added to the selection of products throughout the season, a luxury that wasn’t available with the print catalog.

Many of the Red Wings, including forwards Justin Abdelkader, Henrik Zetterberg and Darren Helm suited up for the catalog’s photo shoot that brought members from many different departments within the Red Wings organization together to put forth the best product for Hockeytown fans.

“We’re so fortunate,” explained Sweeney. “This has been a project that people from so many different departments have helped out on. This is just one of those examples that you see that our players are part of this organization just as much as anyone, more, but we’re all part of the same organization fighting for the same thing and we’re lucky that they’re willing to help us out with things like that. They had fun with it, got to take a look at some of the gear and getting their approval on things we picked out was fun.”

“There were a few laughs,” Kronwall said of the photo shoot. “It was pretty quick, they did a good job setting it up and we made the most of it.”

But don’t expect to see the defenseman pick up another modeling gig anytime soon.

“I don’t think that’s for me,” Kronwall said with a laugh. “I wouldn’t even call it a modeling shoot.”


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