Way back in 1978, the NHL allowed teams to start selling advertising space along the boards of their rinks. By the time I was a hockey card–collecting kid in the late 1980s, the trend had caught on. From snack foods to car manufacturers to banks to fast food restaurants, board advertisements really ran the gamut—and they still do.
This series will explore some of the advertisements that also managed to make their way onto hockey cards.
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| 1990-91 Upper Deck #126, Brian Bellows |
There's Brian Bellows on his 1990-91 Upper Deck card. Notice that advertisement beside his right arm? It's for a company called Body Glove. Here's a better view of their logo.
The company still exists today, largely in the same form. They sell swimwear, surfing gear, and more, and appear to be as popular as ever.
For those of you wondering why in the world a company that catered to the culture of surf, sand, and sun would want to advertise in a hockey rink, I understand the befuddlement. But there's a good explanation.
Look at the hockey card again. Based on the blue color of the dasher rail around the top of the boards (much more often they were yellow or red), and the fact that Mr. Bellows is wearing his road uniform, I'm going to guess that this game was held at the Great Western Forum in Los Angeles, where the Kings played their home games back then.
Hockey was booming in LA at the time, as Wayne Gretzky's recent arrival was bringing many more fans to the arena to watch the sport. And The Great One's influence stretched beyond the rink. Just look at this glorious magazine advertisement for Ultra-Wheels inline skates, for example.
Instead of jogging down the strip in Santa Monica or Venice Beach, you can bet more and more people were rollerblading—some very likely wearing Body Glove apparel.
And if you're the Kings, you've got to advertise to your target market, right?
That raises a question. Did any of you own some Body Glove clothing back then? What about now? Share in the comment section, and thanks for reading!
