By Cassell Ferere originally published by Forbes.com

The NHL’s Arizona Coyotes announced today that global fashion designer and Filipino-American Rhuigi Villaseñor is taking the helm of design as its Creative Strategist, partnering with parent company, The Meruelo Group. Villaseñor will operate through his creative agency Rheimage, joining The Meruelo Group and the Coyotes for the 2022-2023 season. We can expect to see exclusive player, team, and fan apparel, a special edition jersey, including hoodies, shirts, and hats.

The conversation started with Rhuigi Villaseñor when Alex Meruelo Jr., Chief Brand Officer of the Coyotes, expressed his interest in sports and the streetwear brand Rhude, founded by Villaseñor. As the creative director of the Los Angeles-based streetwear brand, Villaseñor also holds the title of Creative Director of Bally, expressing his streetwear perspective via high fashion. Meruelo Jr. and Villaseñor found a common thread in merging sports and fashion. 

Alex Meruelo Jr. recalls, “I have always dreamt of merging sports with fashion and culture to create a global brand at the forefront of pushing the boundaries. The moment I met Rhuigi, I knew he was the perfect fit. He is a true visionary who embraces the history of the Coyotes brand and knows what it will take to bring it to the next level.”

The sentiment is mutual from Villaseñor, embracing the opportunity he has been provided. “I can't discredit the genius in Alex [Meruelo Jr.] for seeing a new interpretation in the sport of hockey - and he’s tapped me,” Villaseñor illustrates. The moment has become monumental as a designer for Villaseñor.

“We really bonded over dinner, with him and his father, family values, and core beliefs. All the things that are foundational in building a strong friendship. Kind of like when starting a basketball team - when you’re homies are talented - you might as well play with your homies. For us, we’re building this - hockey team, and it's going to be an interesting take…”

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