The dream of every social media team can be summed up in two words: “Viral Video.” Sometimes, those videos are carefully constructed. Other times, it’s an unexpected slice of life.
Or in the case of Seattle Kraken player John Hayden, mascot Buoy, and their traveling party, an unexpected slice of life or death. By now, you know about the pair’s close call while on a late June promotional trip to Alaska. Seems a grizzly bear didn’t like sharing his salmon-catching, and let the Kraken party on a fishing excursion know it when they got too close.
The dream of hockey public relations is to break the surly bonds of the sport’s ecosystem, and grab attention in the larger sports universe – or in a best-case scenario, general media. That’s what happened after Buoy’s X account recently posted video of the encounter.
What’s notable about the three above headlines is that they’re not from hockey sites – they’re not even from sports sites. In one case, they’re not even from this hemisphere.
The top headline (in blue) comes from People.com, which usually concerns itself with Prince Harry, Diddy, and Jennifer Aniston – so I’m told. The middle headline (in orange) comes from OutdoorLife.com, which typically covers the best way to shoot and kill animals. And the bottom headline (in red) comes from the bottom of the planet. 7News.com.au is a leading television network – in Australia.
Avoiding A Grizzly Re-Occurrence
“Bears are everywhere at Brooks Falls and this is their territory,” Kraken marketing executive Melissa O’Brochta said to the Associated Press. “They’re also super used to seeing humans. So I wasn’t scared.” Well, okay Melissa, but you were recording the video from the relative safety of shore.
While the physical danger may have passed, one emotional toll remains. The Kraken promotional schedule for the 2025-26 season includes “Mascot Madness” on April 4. In the past, this has included visiting mascots from other NHL teams entertaining fans at Climate Pledge Arena.
Given the harrowing events in Alaska for Hayden and Buoy, CPA game-day operations, just to stay on the safe side, might be wise to dis-invite the following mascots.
Firebirds Mascot, Wanted Dead AND Alive
Speaking of promotional nights and mascots, the Kraken’s AHL farm team in Coachella Valley has released its list as well. Of note:
Taya Gray/USA TODAY NET.
Nov. 1: Dia De Los Muertos. In English, “Day of the Dead.” Penalized players will be required to serve their two minutes inside a casket.
Dec. 31: New Year’s Eve. “Fans are invited to stay after the game for the largest indoor fireworks in the Coachella Valley.” Just curious – how many establishments in the Valley are vying for that title?
Feb. 13: Kraken Night. “The Firebirds honor their NHL affiliate with Kraken traditions.” Hope the game isn’t the second of a back-to-back, because that’s one Kraken tradition the Firebirds don’t want to honor. (We kid because we care.)
Mar. 13: Fuego’s Birthday. According to the Firebirds website, their mascot’s position is “Center (of attention),” his favorite food is “Spicy bird seed,” and his least favorite song is “The Chicken Dance.”
Kraken 3rd Jersey Release Speculation
Remember a few paragraphs back, when we were discussing the social media quest for creating viral videos? The Kraken team recently enlisted defensemen Vince Dunn (above left) and Brandon Montour (above right) for a coast guard skit set on Puget Sound.
Our Sky on Air speculated that the video was intended to build anticipation for a Sept. 4 announcement regarding a promised 3rd Kraken uniform. This seemed like a good place to remind you what we originally wrote on April 21 about the possible design of that new jersey.
Post2Post Productions Screengrab
Chris Smith of Icethetics revealed a teeny-tiny clue. “It looks like the Kraken are looking to make a splash. I’m told the new look borrows a specific design element from the Vegas Golden Knights second reverse retro. I’ll let you speculate on what that element could be.”
Okay, I’ll bite. The otherwise unremarkable Golden Knights jersey Smith is referencing had one unique feature: the wordmark glowed in the dark (screengrab at right). Imagine when all the lights are turned down at Climate Pledge Arena, and what’s visible are glow-in-the-dark tentacles on Kraken jerseys. Just a guess based on the barest crumb of a clue.