By JOHANNA LUNDSGÅRD
HOCKEY HERO AND KALSONGKUNG. The hockey career is still in full swing for Henrik Lundqvist, and besides his NHL career he has several projects underway.
Since the hockey professional Henrik Lundqvist joined as a partner in the underwear brand Bread & Boxers, sales have skyrocketed. Henrik Lundqvist does not rule out more investments in Sweden, but what happens when his career ends is still unclear.
Summer means a break from the hockey rink for goalkeeper Henrik Lundqvist's part, but also time to spend on other projects. For five years he has been part owner and the face out for the Swedish underwear brand Bread & Boxers. According to the founders Alexander Palmgren and Henrik Lindahl, Henrik Lundqvist has been an important reason for the increase in sales, especially in Sweden and the US, where interest in hockey is great. The company had sales of SEK 23 million last year and made a profit of just over SEK 3.4 million. However, he does not want to say how large a share Henrik Lundqvist owns.
When Henrik Lundqvist is at home on Swedish soil, both campaign photography and signing at Åhléns in Stockholm are squeezed in. Despite the hour remaining until the signing, the queue has begun to ring long, devoted New York Rangers fans standing faithfully at the forefront. But unlike sports stars like Börje Salming and Björn Borg, Henrik Lundqvist has not wanted to sign with his name on the products.
“When I went into this, it was important for me to not just become a campaign face. I truly believe in the product and the simplicity of it. Besides hockey, I like to be creative and I've learned a lot during these years in the company by being involved in the work. "
How involved are you when the hockey season gets underway?
"I make some phone calls and a little bit like that, but then you go to some training and then there might not be much time to think about it."
What other investments he has made he does not want to go into, more than that he invests primarily in real estate.
FACTS
HENRIK LUNDQVIST
Age: 37 years.
Family: Married to Therese Lundqvist. The children Charlise and Juli.
Background: Became a professional in the NHL 2005 and has since been named NHL's best goalkeeper, been Stanley Cup finalist and took Olympic gold, World Cup gold and two World Cup silver.
How has your view of money changed?
“Not so much really. Since I became a professional it has increased gradually. I don't think it's good if things go too fast. "
What do you bring as an athlete into the business world?
“Discipline, focus and working hard to achieve success. There are no shortcuts, whether it is elite sports or business. If you play hockey you are used to someone standing and screaming at one, nothing is wrapped up. You have also become accustomed to the huge media offering, you can hear it well, and if you do it bad you can hear it too. It hardens one. "
Henrik Lundqvist now has two years left on the seven-year contract he signed with the New York Rangers 2013, a contract worth almost SEK 530 million. But what life will look like when he puts his gloves on the shelf is still uncertain.
“Many people ask me, but I don't know yet. I have lived and breathed hockey for years, but it will end one day and that day is approaching so clearly. That kick, the adrenaline you get from a match, is hard to find anywhere else. I've talked to many others who have given up and what life looks like after that. "
Will you be moving home to Sweden?
"I do not know. I love Sweden, but I also have a family to think about now. We thrive in New York, we have lived there for 14 years now. It is our home and that is where the children go to kindergarten and school.
Henrik Lundqvist is a partner in Bread & Boxers in addition to a partner in a restaurant in Manhattan and also runs the charity Henrik Lundqvist Foundation, which over the years has donated millions to the Ronald McDonald House in Gothenburg.
He has also been the face of the Head & Shoulders shampoo brand for eight years and has made several well-publicized campaigns and commercials. Henrik Lundqvist has been most involved in the work with the films, from writing the script himself, to coming up with ideas. In the latest commercial, the team wanted to capture that some see him as the "shampoo guy", rather than a hockey player.
The final scene the start of new stories
"It is very important with long collaborations, and where I myself can be involved in the process and be creative."
How much do you really fix your hair?
“Not very, very honestly. I'll take some wax in it. When I pull in the workouts it usually stands in all directions and edges, it can look a bit anyway. "
https://weekend.di.se/nyheter/henrik-lundqvist-da-ser-mitt-har-ut-hur-som-helst
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