When it comes to fashionable hockey players, no one is quite as dapper as Henrik Lundqvist. The Swedish goalie for the NHL's New York Rangers is featured in this Zara advertisement for its swanky polyester bow tie.
You won’t see that many athletes in fashion ads, but King Henrik is definitely the exception to the rule. Arriving at every game in a tailored suit and never seen without his hair perfectly put together, he definitely breaks the mold.
Zara was smart to include Henrik Lundqvist in its bow tie ad because as a player he is universally liked. As an athletic star in both North America and Europe, his face can pull in a large market of hockey fans that don’t traditionally associate with stylish clothing.