Rhuigi Villaseñor Named Creative Strategist for Arizona Coyotes

The Arizona Coyotes have named renowned designer Rhuigi Villaseñor as its Creative Strategist.

From Bally to PUMA to Zara to Rhude, Villaseñor and his work are found throughout every facet of fashion and streetwear. Now, the Filipino-American fashion designer is entering the rink as the Arizona Coyotes named Villaseñor as its Creative Strategist.

Partnering with the Arizona Coyotes is an incredible opportunity for me – and a unique challenge.

I’m so excited to explore and reimagine how fans can express their love for a hockey team that plays in the desert. We are approaching this challenge like I do with all of my collections – working to create the perfect blend of sportswear and style through a commitment to imagination, individuality and this spirit of play.

Now that I have a deep understanding of who I’m designing for, I can’t wait to work with Alex and the Coyotes’ talented staff to help strengthen the organization’s incredible connection with its fans.”

Rhuigi Villaseñor via Arizona Coyotes

As a part of the new role, Villaseñor will be at the helm of exclusive player, team, and fan apparel, including a special edition on-ice jersey, hoodies, shirts, and hats. 

I have always dreamt of merging sports with fashion and culture to create a global brand that is on the forefront of pushing the boundaries.

The moment I met Rhuigi, I knew he was the perfect fit. He is a true visionary who both embraces the history of the Coyotes brand and knows exactly what it will take to bring it to the next level. As one of the most influential people in fashion today, Rhuigi brings his unique creative talents to help inspire and energize our fans.

Together, we have set out to reimagine how a sports team can interact with its supporters and its region. We are beyond thrilled to work with him – and to introduce
him to our Pack, the greatest sports fans in the world.

Alex Meruelo Jr., Chief Brand Officer

The addition of Villaseñor to the team and the sport arrives at a transformative for the team as it moves to Tempe, Ariz., and has started to form a new identity with its marketing efforts, including its recent #RunWithThePack campaign.

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