Sidney Crosby tries his hand at a new profession - designing clothes

Aug 21, 2007

MISSISSAUGA, Ont. (CP) — Dinnertime discussions have taken an
interesting twist at the Crosby household in recent months.

Mixed in with chatter about Sidney's big new contract or the captain's
'C' he'll now be wearing for the Pittsburgh Penguins, has been talk of
colours, fabrics and patterns.

Crosby has been doubling as a fashion consultant with Reebok and has
developed his very own line of clothing. It's been a hands-on
experience for the NHL's most valuable player.

"It was funny because I was getting these prints and these designs
sent to me at home," Crosby said Tuesday at the launch for the fall
collection of his Rbk SC87 line. "I'd be with my parents and we'd be
discussing what's in style and what's out of style.

"We've had some good arguments. It was just fun. We were at the dinner
table - it's the last thing I imagined myself doing."

Crosby truly is becoming his own brand.

He's got his own logo in Penguins black and gold and a couple
different styles of shirts adorned with his name and familiar No. 87.
There's even a modest women's line that includes a pink baby tee
featuring the words: "I (heart) Crosby."

It's hard to imagine any other current hockey player being able to
pull such a thing off, but Crosby has shown during two years in the
NHL that he's far from any other hockey player.

He's been associated with Reebok since 2005 and has worked extensively
with the company to develop his on-ice equipment. Launching a clothing
line for off-the-ice activity - including working out and hanging out
- felt like a natural step.

"It was something I was comfortable with and more than happy to
partner up with them and do," explained Crosby. "It doesn't mean I'm
going to go and do everything there is else out there to do. This is
just something that's a pretty easy fit."

Crosby did everything from meeting with designers to discuss his
preferred style to helping grant final approval on the items that will
be on the racks.

Reebok is committed to the young star and wanted to make sure Crosby
was comfortable with everything that features his logo.

"We don't go to market on any product that Sidney hasn't endorsed
himself," said Len Rhodes, Reebok Canada's general manager.

Rhodes would not comment on what the company is paying Crosby but did
say that the "more successful we are as a group, the more everyone
benefits."

The clothes are now available at Sport Chek, National Sports and
Sports Experts stores across the country.

Launching a clothing line puts Crosby in the company of Wayne Gretzky
(The Bay) and golfer Mike Weir (Sears), who have done the same thing
in the past.

Prior to a mini fashion show for the clothing line at a suburban Sport
Chek store on Monday, a song kept playing in the background with the
refrain: "Don't stop, don't stop."

It seemed fitting as the NHL's best player pushed ahead with another
off-ice venture. Crosby turned 20 earlier this month and will no doubt
be given a plethora of endorsement opportunities in the coming years.

He will be sure not to take on anything that could compromise his
ultimate goal of winning the Stanley Cup.

"We try to look ahead," said agent Pat Brisson, who took in the
fashion show alongside Crosby's father Troy. "His priority is to play
hockey, that's what he wants to do.

"When he has the time or the passion for something else, those are
things that we're slowly adding on."

This experience was one he truly seems to have enjoyed.

Even though Crosby had plenty of input in the final product, it's
probably best he wasn't totally responsible for it. He confessed that
he's not much of a fashionista.

"It's pretty simple, pretty casual," Crosby said of his own style. "I
don't like to get too dressed up unless I have to.

"If I had the choice I think I'd wear sweatpants every day to be
honest with you."