Milstein Explores AI Innovations in Demidov’s ID93 Fashion Launch
Montreal Canadiens forward Ivan Demidov has made significant strides in his inaugural season in North America, both on and off the ice. In early December, he partnered with Gold Star Hockey, under the guidance of Dan Milstein, to launch a new clothing line named ID93. This line features hoodies, T-shirts, and other lifestyle apparel, aiming for a launch just before the holiday season.
Development of ID93 Clothing Line
The concept for ID93 emerged during preseason planning. Milstein recognized that the NHL’s relaxed dress code offered players an opportunity to express their personal style. Discussions between Demidov and Milstein led to the decision to create a unique clothing line. Milstein stated, “At the start of the season, we brainstormed various product lines, and Ivan was excited about this concept.”
The initial collection includes sportswear, hoodies, and caps, marking just the beginning of the brand’s journey. Milstein indicated plans for future developments and expressed a long-term vision for global distribution, although current sales are restricted to the United States and Canada. Notably, special considerations will be needed for distribution in Russia due to regulations.
Use of AI in Promotion
The promotional materials for ID93 sparked some curiosity regarding the use of AI-enhanced images. Milstein clarified that Demidov’s busy hockey schedule precluded a traditional photoshoot ahead of the collection’s launch. “He is wholly focused on hockey and couldn’t spare time for a full shoot,” Milstein explained, adding that a proper photoshoot will occur when Demidov has a scheduling break.
Despite some hiccups—like Demidov appearing with a right-handed hockey stick—Milstein appreciated the presence of engaged fans who quickly pointed out the mistake. “We are thankful to fans for their vigilance; the shirts will accurately feature a left-handed stick,” he said.
Demidov’s Priorities: Hockey First
Due to Demidov’s growing popularity, Milstein mentioned that the agency receives about 20 serious sponsorship proposals each month from various brands. Despite the interest, Demidov’s team is currently focusing on his performance and has opted to delay any new partnerships until after the season concludes.
Discussions about Demidov potentially returning to Russia next summer remain undecided. Milstein reiterated that the decision will hinge on what best supports Demidov’s training for the next season. “His priority is to prepare effectively and support the team,” he emphasized.
Calder Trophy Discussions
Demidov’s name has surfaced in conversations regarding the Calder Trophy, but Milstein indicated that individual accolades do not interest the rookie. “He cares more about steady progress and team success. His ultimate goal is the Stanley Cup,” Milstein added. He further highlighted that Demidov does not track his ice time and has never complained about it, emphasizing a selfless focus on contributing to the team.
Future Prospects: Alexander Zharovsky
In addition to Demidov, Milstein also represents Canadiens prospect Alexander Zharovsky, who currently plays in Ufa. Zharovsky has two years remaining on his contract. Milstein expressed hope that Zharovsky will eventually join Montreal once he is fully prepared. “Preparation is key, much like Ivan was during his transition,” Milstein stated. He underscored the importance of Zharovsky developing his skills to assume a productive role in the NHL.
