The frenzy over the Shane Hollander Team Canada Fleece from the popular series, Heated Rivalry, resulted in a quick sellout shortly after its release on Crave. The white zip-up fleece worn by the character during the Sochi Olympic scenes in the show’s second episode became highly sought after. Province of Canada, the brand behind the fleece, confirmed that it sold out within 10 minutes of its release on Tuesday at 12 p.m. ET.
Priced at $356 Cdn, the fleece is expected to be shipped to customers in October and is only available on the brand’s website. A portion of the net profits, 10%, will be donated to You Can Play, a non-profit organization promoting 2SLGBTQ+ inclusion in sports. The NHL and NHL Players’ Association have also pledged to match donations up to a total of $50,000.
The decision to support You Can Play was based on the organization’s commitment to inclusivity, aligning with the core values of Heated Rivalry, as stated by the show’s creator, Jacob Tierney, and producer, Brendan Brady.
Although not an official Team Canada merchandise item, the fleece has been in high demand since its appearance on the show. The apparel company responded to fans’ requests by announcing the release of the fleece in January.
Heated Rivalry, which premiered last November, has experienced a 400% increase in viewership on Crave, making it the platform’s top debut show according to Bell Media. Additionally, outside Canada, the series has become the highest-rated non-animated show acquired by HBO Max, as reported by Variety.
The success of Heated Rivalry was further solidified at the recent Canadian Screen Awards, where the show received a record-breaking 16 awards, including best drama series and best lead actor in a drama for Hudson Williams. The brand responsible for the original fleece modified for the show, Kuwalla Tee, is also set to restock its “OG Sherpa Fleece” this week.
Following an agreement in February, Kuwalla Tee will now be tagged and credited on social media whenever its fleece is featured in marketing materials. The fleece worn on the show was designed by Canadian costume designer Hanna Puley, with Prime Minister Mark Carney receiving one from Williams at an event in January.
The product description on Province of Canada’s website acknowledges the inspiration from the show’s costume piece and expresses gratitude to Hanna Puley and the ‘Release the Fleece’ community.
