Culture
Tommy Hilfiger and F1: How a lifelong fan became its disruptive fashion pioneer
AMSTERDAM — It was mid-afternoon on a Wednesday, but the halls buzzed within Tommy Hilfiger’s headquarters. Hardly anyone working in person was at their desks unless absolutely necessary. Instead, employees crowded into the Bel Bar inside the Hudson Building, standing room flowing out into the halls and snaking around corners. All in hopes of catching a glimpse of Lewis Hamilton and George Russell.
The Mercedes Formula One drivers are used to the fanfare, the iPhones popping up in the air and the thunderous applause. Only this time, the cheers for two F1 stars come from employees of one of the world’s leading fashion companies, whose founder has spent most of his life tied to their sport.
The Mercedes duo often wear ‘normal’ clothes around the paddock, sometimes sporting Tommy Hilfiger designs. Russell’s outfits usually reflect that of old money, choosing basics to mix and match, while Hamilton will choose bolder garments or pieces from collections. Their outfits that Wednesday were more classic and Tommy Hilfiger-forward.
Fashion and motorsports are influential global industries, but the driver wardrobes when trackside rarely extended beyond the standard F1 team kits until recent seasons.
“F1 is a sexy sport, and the two worlds have a lot in common,” Hamilton said during the panel at Tommy Hilfiger’s Amsterdam headquarters ahead of the Dutch GP weekend. “But for some reason, for a long time, particularly when I got into the sport, no one was into fashion. You couldn’t see it anywhere. People were just wearing mismatched stuff all the time.”
That has begun to change. While Hamilton has long used fashion for self-expression, Russell is newer to the game. It’s the latest example of the convergence of F1 and fashion that allows drivers to express themselves in ways other athletes have done for years across other sports, like the NBA, NHL and soccer.
F1 and fashion have been associated for years, and Tommy Hilfiger — the well-known American designer who created the preppy fashion brand — has been a mainstay across different chapters as the industries drew closer. The New York native went from sneaking into races and going bankrupt to now being the clothing sponsor for Mercedes, an official partner of F1 Academy and sponsoring the upcoming F1 movie.
“I was always putting groundbreaking at the top of the list, and I wanted to be disruptive,” Hilfiger told The Athletic. “I wanted to think out of the box, and I wanted to be the first to do certain things because I’d rather be a leader than a follower — always.”
At around 12 years old, Hilfiger built his own go-karts, converting either four-wheeled carts people would use to carry their groceries or baby carriages. A friend of his had a proper go-kart, motor and all, and while Hilfiger dreamed of one day owning his own, his family did not have the financial means.
“I became creative and decided to figure out a way to build something that would look like a go-kart and give me the thrill of going down a hill,” Hilfiger recalled, “or having one of my friends push it from the back or having one of my younger brothers push it from the back.”
His love grew into an obsession during his teenage years. Born and raised in Elmira, New York, Hilfiger was just a 30-minute drive from Watkins Glen, the home of the U.S. Grand Prix from 1961 until 1980. It was the only track F1 raced at during his teenage years.
“My friends and I would go and sneak into the races because we certainly couldn’t afford tickets, but the excitement and the energy was addicting,” Hilfiger said. “Over the years, we became attracted to a lot of the teams. I was really a John Player Special fan.”
That livery is one of Lotus’ most iconic from its F1 tenure, the gold and black color scheme entering the scene in 1972 and staying for 16 years. And Team Lotus was a powerhouse constructor in the 1960s and 70s, winning eight titles.
“I loved the logo on the car, I loved the uniforms, and I loved the fact that they were also a winning team,” Hilfiger said. But his passion remained that of a fan for a number of years as he began pursuing his fashion career. He started practically from scratch — 20 pairs of jeans and $150.
Hilfiger’s love for fashion was inspired by musicians from the 1970s and their clothing. At 18, he opened People’s Place in Elmira, but it filed for bankruptcy when Hilfiger was in his 20s. He began studying the business and commerce side of the fashion industry and eventually moved in 1979 to New York City. Hilfiger remained focused on becoming a full-time designer, and a businessman named Mohan Murjani invested in the New York native so Hilfiger could launch his brand.
Tommy Hilfiger, the preppy fashion brand, was born in 1985, and Hilfiger became an industry pioneer, particularly during the 1990s. The idea of “F.A.M.E.” (which stands for fashion, art, music and entertainment) constantly inspired him. “Pop culture moves the needle of society,” he told The New York Times. Hilfiger was one of the first fashion designers to merge celebrity and pop culture with fashion, such as how he sponsored tours for Britney Spears and The Rolling Stones. And then there was F1.
Silas Chou and Lawrence Stroll entered the picture in 1989 when their company acquired Tommy Hilfiger. The brand had been trying to break into women’s apparel but decided to keep the focus on menswear, which is where the brand started. Stroll, who many F1 fans know as the current executive chairman of Aston Martin’s F1 team, built much of his fortune in the fashion industry. His father, Leo Strulovitch, brought Ralph Lauren and Pierre Cardin to Canada, and Stroll later helped Ralph Lauren move to Europe.
It was Stroll who helped bring Tommy Hilfiger to F1, telling the fashion designer about an opportunity to sponsor Team Lotus. They jumped at the chance. Starting in 1991, the familiar red, white and blue and the Tommy Hilfiger flag adorned Lotus’ F1 cars and uniforms alongside the team’s colors and other sponsors.
“We did all the uniforms and started going to the races all over the world. And it was, again, sort of addicting. And the energy and the noise and the excitement was so phenomenal,” Hilfiger said. “We thought, ‘Okay, we’re the only fashion brand in this arena, and we should be able to do the clothing, not only for the team, but also be able to sell the clothing.’
“So we started selling the clothing in our shops.”
Hilfiger brought a modern touch to motorsports, blending functionality and style.
In the summer of 1994, a motorsports-inspired capsule collection and advertising campaign hit the market, merging Hilfiger’s love for motorsports and Team Lotus’ colors. Bright yellows, greens and red marked the collection and reflected the two worlds. His approach was to design “sportier-looking clothes” that were “authentically built.”
The sponsorship with Team Lotus ended in 1994. However, Hilfiger didn’t fully leave motorsports. A few years later, Stroll and Hilfiger flew to Modena, Italy, to discuss becoming a Ferrari sponsor and kit provider. The opportunity, Hilfiger said, was “a dream come true.”
“We met with the whole Ferrari team, and it was one of the most exciting moments of my career,” Hilfiger said, “because I thought it would not only elevate the brand but to be part of such a historic brand was something that was actually beyond my dreams.”
Tommy Hilfiger became Ferrari’s clothing sponsor in 1998, designing the F1 team’s driver uniforms and team kits. Inspiration was drawn from the car’s elements, such as the chrome rims and carbon fiber, and performance-focused fabrics were used.
During the four-year sponsorship, Tommy Hilfiger also designed custom clothing for Ferrari Challenge Series A and two global fan collections. The partnership ended in 2002, but the items are considered collectors’ items nowadays.
“We always like to do something special and unique, and at that moment in time, well, even from the Lotus days, what we were designing was very special and unique, and now it’s going to a whole new level because of the availability of technical fabrics that are also sustainable.”
Beyond the world of F1, Hilfiger’s brand had increased exposure throughout the 1990s and early 2000s through sponsoring music events and becoming popular in both the hip-hop and preppy worlds. At one point, R&B star Aaliyah became one of Tommy Hilfiger’s brand ambassadors.
Hamilton remembers watching her on television, sporting its clothing. The Mercedes driver says he’s “always loved fashion.” During childhood, he remembers “being very heavily influenced by music,” always turning on MTV once he got home.
“I remember just always watching and loving the colors. I remember watching videos of David Bowie and the different styles and how he presented himself,” Hamilton said to The Athletic. “And I remember feeling, through my school journey, I went to a school where you had to wear the same uniform everyone wore, and I felt so alien because it’s like, this is not me.”
So Hamilton “was always then exploring how I could express myself a bit more.” He did not grow up with a lot of money, and he’d go to secondhand stores. He remembers stumbling across clothing like he saw on television, such as Tommy Hilfiger. That’s where he bought his first pieces of clothing from the brand. At the time, he never imagined that one day he’d meet Hilfiger, let alone work with the American designer.
In the early days of his career, Hamilton recalls attending a fashion show for a sponsor, which further sparked his interest in fashion. He later visited the factory, where he “got to learn a little bit about what they did in the background, but still just scratching the surface.” However, the real turning point, when Hamilton went from being interested in fashion to wanting to be involved in the world, came when he attended what he calls “a proper fashion week.”
“I got to see one of the big shows and watched the designer come out at the end, and I just found it a real buzz,” Hamilton said to The Athletic, adding how “the world that I’d been in, from school, from karting and all racing, there was no fashion at all — not even an ounce of it.” He felt like he “didn’t fit in.”
“I was the only black kid in this space, and it was really an uncomfortable kind of space for a long time,” he continued. “And I go to a fashion show, and there’s just people from all different walks of life, all expressing themselves differently. And so then, when I came and expressed myself in the way I wanted to, as I was discovering, I just felt like there was no judgment. It’s like I fit in this space.”
Hamilton attended the Met Gala for the first time in 2015 and has been a frequent attendee since. And it was one year at the world’s most prestigious fashion event that the F1 star met Hilfiger, who hadn’t been a sponsor in the F1 world since the Ferrari deal ended in 2002. Hamilton remembers Hilfiger saying he loved his outfit.
“I was like, ‘This is Tommy Hilfiger, and he’s complimenting me,’” Hamilton said. “At the time, I never thought I’d get to go to the Met Gala firstly, and then to have someone like him being so positive about my appearance, it really was firstly, one, a confidence boost and that’s how he is.”
Hilfiger remembers the moment as well. “I told him how I loved motorsports and F1 and that I would love to eventually get back into it.”
The conversations continued beyond the Met Gala, Hilfiger telling Hamilton they should work together. The F1 driver jokingly told The Athletic that he wasn’t sure if Hilfiger “wanted me to come and bring him coffee.” Hilfiger had bigger ideas — “collab and co-design a collection together, but he thought I was kidding. He didn’t think I was serious. And then I saw him again, and we talked again about it, and then we just decided to go for it and do it.”
In spring 2018, Hamilton was named a global ambassador for Tommy Hilfiger, and the same year, the brand became the clothing sponsor for Mercedes’ F1 team. Over the years, Hamilton got to work closely with Hilfiger and the team, learning more about the fashion industry. “I remember doing stylings and design work here with the team,” he said. “It was really like an internship for me that I didn’t get to do when I went to school.”
The two have done five collections over the years, all with a strong influence from the now-seven-time world champion, who has leaned on Hilfiger’s expertise and asked many questions.
“Lewis has a very distinct point of view, and he didn’t want anyone else to design it. He wanted to do it, and he didn’t want anyone else to pick the colors. He wanted to,” Hilfiger said. “So we surrounded him with a team of our design experts, and he basically led the way, and we wanted him to bring his point of view because we think he’s got great taste and certainly a cool factor that is very special and unusual.”
Together, Hilfiger, Hamilton and Mercedes began paving the way for more fashion in motorsport. Not that it was easy.
“Honestly, to break this mold has been — it was such a challenge,” Hamilton said during the internal company panel. “The conversations I had to have. People wanted you to walk in just with team clothing from head to toe.”
George Russell chimed in: “Every day.”
“Every day, the same thing,” Hamilton continued. “There’s no way you can style it any different, apart from putting a jumper around your waist or something like that… Eventually, I just ended up doing it anyway. And, then afterwards, they’re like, ‘Oh, actually, this is working really well. Oh, can you do two looks? Three looks?’”
“I didn’t realize the impact fashion can have on your own self-esteem,” Russell said during the panel at Tommy Hilfiger’s Amsterdam HQ. “I think if you look good, you feel good; if the clothes fit, if they work, it has such an impact for you psychologically, and that was the biggest lesson I learned from partnering with Tommy.”
He recalls walking into a store as a junior driver for Mercedes and being allowed to choose the clothing he wanted. But he had “no regard of what I was taking.”
“When I was wearing my clothes and I was sort of matching it together, I was like, ‘You know what, this looks pretty cool,’” Russell said to The Athletic. “And I never would have thought to myself, I would have bought this garment or whatever. But when you match it together with the right pieces, the right shoes, it really worked.”
People often determine their first impressions within seven seconds of meeting someone. And it’s likely simply from visual cues — how you dress, your stride and other body language. Russell listened to a podcast where the hosts discussed the topic and how first impressions are largely made before you speak.
“It sort of really made me think how true that is. The way you dress and the way you present yourself has such an impact on the way people portray you, and they have a perception of you before it’s even fair to do so,” Russell continued. “That’s why I started putting a lot more effort into the way I dress and take care of myself, because I knew the importance of it, and it made me feel good.”
Russell’s spare room has essentially become a Tommy Hilfiger closet, continuing to expand over the years. The Briton admits he doesn’t “like to throw things away.” That being said, the Mercedes driver has given away garments to charity, and he knows he needs to determine what to do with his wardrobe.
The Briton discussed fashion and F1 with The Athletic while both parties visited Tommy Hilfiger’s headquarters in Amsterdam ahead of the Dutch GP. Sitting inside a conference room, Russell detailed how he wants to emulate a “timeless kind of look” by keeping basics in his closet and how he approaches re-wearing garments, such as owning several pairs of the white corduroys he wore that day.
It’s a stark contrast to the interviews he’d have with other sportswriters a day later when trackside for F1’s media day. A decade ago, this type of conversation likely wasn’t happening in F1. But the landscape is changing, and part of why they are taking place is thanks to Hamilton and Hilfiger.
The red, white and blue-clad car looks like a blur as it zips past spectators. But as it rolls to a stop, it’ll look familiar to nearly everyone watching.
Tommy Hilfiger’s motorsports presence expanded earlier this year when it became F1 Academy’s official partner, designing one of the five non-F1 team liveries on the all-women racing series’s grid. Hilfiger said, “I think it’s an incredible idea to have women racing, and Susie Wolff is proof in the pudding. She herself has had a great career, and with her involvement, we became very excited about it.”
Considering the core pillars of the company and its commitment to diversity and inclusion, it doesn’t come as a complete surprise that Tommy Hilfiger joined the series that aims to provide a viable avenue for women to progress up the motorsports ladder.
“This sport, it’s disruptive in a way, when you look at women in sports, and we as a brand want to be disruptive, and that connects us with the female part of the sport,” said Lea Rytz Goldman, the global brand president for Tommy Hilfiger. “Always inspiring, always kind of pushing the boundaries, finding role models that can play a part in our community’s lives.”
Nerea Martí, who represents Tommy Hilfiger in F1 Academy this season, didn’t begin racing competitively until she was 13. Praga España Motorsport signed her two years later, in 2017, and her career took off. She joined F1 Academy’s grid in 2023, ending the year fourth in the standings.
Tommy Hilfiger came calling.
“She embodies the spirit of both the F1 Academy and our brand,” Hilfiger said in a written statement. “As a visionary with incredible grit, she never gave up. Even when others told her ‘no,’ she kept saying ‘yes’ and pushed forward, relentlessly pursuing her dream of becoming a driver until she achieved it.”
While the presence of all 10 F1 teams on the F1 Academy grid this season is notable because of the resources and global platform, Tommy Hilfiger opens the door to a non-motorsports crowd as well, putting women in motorsport in the spotlight even though these drivers are still relatively early in their careers. F1 Academy falls at the lower end of the F1 pyramid, one of the early single-seater categories, and the drivers compete in a car similar to F4.
“Racing in the iconic red, white and blue colors of Tommy Hilfiger feels empowering,” Martí said. “The colors represent both the brand’s legacy and everything they stand for in the future.”
Hilfiger has always been a dreamer, from when he made a go-kart in the garage and “visualized the car in color, with an engine with big tires.” It has marked many different chapters of his career and brand.
“I think that I’ve dreamed a lot throughout my life,” Hilfiger said, “and I believe dreams do come true.”
His dreams have been part of industrial changes. As Russell said, “He’s a racer, he’s a visionist, and he’s a leader. He led the way with his bold ideas and the vision he had for his own brand.”
As an athlete, Russell feels Hilfiger’s journey is relatable to sport. “You can never go through constant success, but with incredible hard work and great vision and belief in yourself, you can pull through those difficult times and come through to greatness again.”
Hilfiger believes that “timing is everything in life.” When looking back on his move to become clothing sponsors for different F1 teams, he feels it was an expected move. Given the glitz, glamour, and rise in celebrity status, fashion and F1 have long been associated, and the ties are growing closer with time.
“It was one of those moments in time when I think people didn’t know what they wanted until they saw it, but somewhere in the back of their minds, they might have wished for it.”
Other fashion brands and houses have flooded the F1 market over time, especially since the popularity boom after the COVID-19 pandemic, through sponsorships and selecting drivers as brand ambassadors, to name a few. The names range from H&M and Cherry to Dior and Prada. And it doesn’t appear that Tommy Hilfiger will leave any time soon, particularly within the F1 Academy space given how closely aligned the values are.
The intersection of F1 and fashion might seem well-paved, but Hilfiger feels “it hasn’t started yet. I think it is going to move forward in a very profound way momentarily.” When talking about the future of the industries, Rytz Goldman reckons “the Formula One aesthetic in all parts of it is a classic that will never run out of style, and also the inspiration around it. So I think it’s there to stay.”
F1 as the next fashion runway? Hilfiger agrees. “I certainly would like to think of it as that.”
Top photo: Kym Illman, Beata Zawrzel, Pauline Ballet, Joe Portlock via Getty Images; Designs: Kelsea Petersen/The Athletic
Culture
The Bears need a coach who holds players accountable. Look no further than Ron Rivera
In 1982, George Halas reached into Chicago Bears history to find a head coach and hired Mike Ditka.
In 2025, the team Halas founded needs to consider its history again.
There are candidates with no ties to the Bears who deserve consideration.
Foremost among them is Mike Vrabel, who never should have been fired by the Tennessee Titans and can win Super Bowls — plural — in the right situation. If Ben Johnson of the Detroit Lions is as dazzling as a head coach as he is as an offensive coordinator, he will transform an organization. His defensive counterpart in Detroit, Aaron Glenn, seems to have leadership and coaching qualities that few have. Steve Spagnuolo’s long history of building defenses and relationships may be evidence he could thrive with a second chance. The way Joe Brady has easily lifted the Buffalo Bills offense suggests he can handle more plates on the bar.
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And there are others. Maybe in the final analysis, one of them is best suited for the job.
However, only one person has had a football role on both Bears Super Bowl teams. Ron Rivera was a linebacker on the 1985 champions. On the 2006 Bears that lost to the Indianapolis Colts, he was their defensive coordinator.
Now he should be first in line to interview.
Rivera’s 2006 defense allowed the third-fewest points in the NFL. Without justification, he was fired after that season, and the Bears took a cold plunge. In the 19 seasons since, they have made the playoffs three times and have a .439 winning percentage.
Drafted by Jim Finks, built up by Ditka and mentored by Mike Singletary, Rivera, more than any potential candidate, comprehends what it means to be a Bear. He knows where Chicago’s potholes are. He understands the organizational strengths and limitations, the fan base and the local media.
There is no doubt Halas would have endorsed interviewing Rivera. Same for Walter Payton, who sat across from Rivera on plane rides to and from games.
Ditka was not the only former Bears player to become their coach. In their first 54 years, every one of their coaches except Ralph Jones was a former player for the team. Halas himself played for the Bears. The other Bears players who became the franchise’s head coach were Luke Johnsos, Hunk Anderson, Paddy Driscoll, Jim Dooley and Abe Gibron.
The Bears have been criticized — justifiably — for not considering former Bear Jim Harbaugh as a head coaching candidate. Ignoring Rivera would be making a similar mistake.
History is not the only reason Rivera should be considered. Like Harbaugh, Rivera is a proven coaching commodity. His coaching journey began humbly as a quality control coach for his Bears in 1997. Two years later, he went to work for Andy Reid in Philadelphia as a linebackers coach before returning to Chicago to coordinate the defense in 2004.
When he was head coach of the Carolina Panthers, Rivera’s teams made it to the playoffs four times and the Super Bowl once. He was voted coach of the year twice, which makes him one of 13 to be honored more than once. Seven of the 13 are in the Pro Football Hall of Fame, with Halas and Ditka among them.
After new Panthers owner David Tepper fired him in 2019, Rivera was unemployed for less than a month when he agreed to lead Dan Snyder’s Washington Redskins, who became the Football Team and then the Commanders in Rivera’s tumultuous tenure as their coach. And he wasn’t just their coach. He was their de facto general manager. Then he became Snyder’s frontman/shield when workplace culture transgressions and financial improprieties came to light and Snyder went underground.
Rivera arguably was the most sought-after coach in the 2020 cycle. The four regrettable years he spent with Snyder, arguably the worst owner in the NFL’s history, changed perceptions. Rivera was not the first to have his reputation diminished by the association.
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In his tenure with Washington before Snyder, the great Joe Gibbs won 67 percent of his games and three Super Bowls. After retiring and returning with Snyder as owner, he went 30-34. As a college coach, Steve Spurrier won 71 percent of his games and a national championship. With Snyder, he won 37 percent of his games. Mike Shanahan, who should be on his way to the Pro Football Hall of Fame, had a .598 career winning percentage and two Super Bowl rings as a head coach before partnering with Snyder. In Washington, his winning percentage was .375.
Rivera’s winning percentage before Snyder was .546, one percentage point better than Vrabel’s. In Washington, it was .396.
Some will question if a defensive-minded coach like Rivera is right for the Bears because of the presence of quarterback Caleb Williams, as if a coach without an offensive background should be disqualified. Hiring a head coach with one player in mind when 53 need to be led is an absurdity.
Tom Landry, Chuck Noll, John Madden, Don Shula, George Allen, Bill Parcells, Marv Levy, Dick Vermeil, Tony Dungy, Bill Cowher and Jimmy Johnson have busts in the Pro Football Hall of Fame. Almost assuredly on their way to Canton are Bill Belichick, John Harbaugh and Mike Tomlin. None of them had offensive backgrounds before becoming head coaches.
In 2011, when Rivera was hired in Carolina, there were similar concerns about his ability to handle an offense. With the first pick in the draft, the team chose a quarterback, Cam Newton. Rivera sent offensive coordinator Rob Chudzinski, quarterbacks coach Mike Shula and offensive quality control coach Scott Turner to Auburn to meet with the school’s offensive coordinator, Gus Malzahn, and try to understand what Malzahn did with Newton in helping him win a national championship and Heisman Trophy.
Panthers coaches implemented concepts Newton succeeded with at Auburn, including RPO plays that weren’t widely used at the time. Newton was named offensive rookie of the year. Four years later, Newton was voted the NFL’s most valuable player — while playing for a defensive-minded coach.
Rivera connects with players. He earns respect with authenticity, class and toughness. And apparently, these Bears need a coach who will hold players accountable.
The year after Newton was the league’s MVP, Rivera benched him because he refused to follow a team rule requiring players to wear ties on the plane. When Newton showed up tieless, Rivera tried to give him a tie to wear. Newton said it didn’t match his outfit. Rivera told him there would be repercussions, and Newton subsequently was held out the first series of a game. Newton later apologized to the team.
Rivera, who learned about aggressive strategies from Buddy Ryan and his Eagles defensive coordinator Jim Johnson, never has been afraid to take a chance. Before they called the head coach of the Lions Dan “Gamble,” they called Rivera “Riverboat Ron.”
In his first training camp in Washington, Rivera was diagnosed with squamous cell cancer in a lymph node. That season, he had 35 proton therapy treatments and three chemotherapy treatments. Rivera lost 25 pounds and grew so weak he had to be brought into the office with one arm around his wife’s shoulder and one around the team trainer’s. He never stopped coaching and leading, though, and his team rallied, winning five of its last seven games to make the playoffs.
Rivera eventually rang the bell and is cancer-free. For his perseverance, the Pro Football Writers of America voted him the recipient of the George Halas Award, which is given for overcoming adversity.
The significance of Rivera winning the award named after the founder of the Bears should not be lost on those entrusted with maintaining the Halas legacy.
(Top photo: Scott Taetsch / Getty Images)
Culture
‘A long road. A big mountain to climb’: Inside Matt Murray’s emotional journey back to the NHL
BUFFALO, N.Y. — Matt Murray looked up to the scoreboard above him, counted down the seconds as they disappeared and finally pumped his fist.
It had been 638 days since Murray last felt the feeling washing over him.
Bilateral hip surgery forced the Toronto Maple Leafs goalie out of the entire 2023-24 season, the final of a four-year contract. There was no guarantee the oft-injured Murray would play in the NHL again. A one-year contract offered him a lifeline to continue grinding far out of the spotlight in the AHL, with only one goal.
And over a year and a half later, Murray was back to where he had fought to be: in the NHL win column after stopping 24 shots in a 6-3 win over the Buffalo Sabres.
“A long road. A big mountain to climb. But I kept this moment in the front of my mind on the days it felt tough,” Murray said.
The 30-year-old’s eyes grew more red with every word he spoke after the game. His voice quivered.
“A big release,” he said, struggling to find the words to put nearly two years away from the NHL into perspective. “A rush of emotions.”
The typical goalie hugs with teammates after the win were tighter, longer. In a physical game where a player’s career can turn on a dime, Murray’s return resonated far more heavily than the 2 points the Leafs also added on the day.
“It’s good to see (Murray) smiling,” Steven Lorentz said, “because you know he’s back doing what he loves.”
In the dressing room, Max Domi immediately handed Murray the team’s WWE-style wrestling belt as player of the game. Murray’s up-and-down performance was secondary.
“He was getting that thing, 100 percent, he deserved it,” Domi said. “The ability to stick with it mentally, out of all those days that I’m sure he had a lot of doubt, it’s a long road to recovery. We’re all super proud of him.”
It’s easy to quantify just how long Murray’s road back to the NHL was in days: 628 of them between his last two appearances.
It’s far more difficult to accurately describe just how arduous that road is.
Injuries have dogged Murray throughout his career after winning back-to-back Stanley Cup titles in his first two seasons in the NHL with the Pittsburgh Penguins. His games played tapered off every season from 2018 to 2022. After he was traded to the Leafs in summer 2022, he struggled through his first season. It was fair to wonder whether hip surgery would be the final dagger in his NHL career.
But Murray would still hang around teammates at the Leafs’ practice facility during his rehabilitation last season, feeling so close but so far away from the league he once conquered.
“The fact that he’s just on his way back here says a lot about his character, his dedication to the game,” Lorentz said.
Murray kept a stall full of his gear at that facility that was never used. An important and humane gesture from the Leafs organization, but still a reminder that Murray was not playing NHL games.
Even after re-signing with the Leafs on a one-year, $875,000 deal, he felt like the organization’s No. 4 goalie. When the Leafs needed a netminder to replace the injured Anthony Stolarz, they called up Dennis Hildeby. The lanky Hildeby is seven years’ Murray’s junior.
How could Murray not wonder whether his NHL return would ever come?
“There were definitely times when it felt really difficult,” Murray said. “But whenever I felt like that, I had a great group of people around me. That’s the only reason why I’m here.”
All Murray could do was work his tail off, far away from public sight, quietly hoping for the return that finally came Friday night.
“The emotions were high today,” Murray said.
Those emotions perhaps ran highest before the game. The typically stoic Murray allowed himself to stop and appreciate how far he’s come.
“I was able to take a moment in warmups and during the anthem and look around and appreciate the long journey that it’s been and think of all the people who helped me get here,” Murray said.
It was the kind of game that reminded onlookers of the fragility of an NHL career. Just a few short years separated Murray from being a Stanley Cup winner to being largely written off from the NHL, all essentially before the age of 30.
“You feel for a guy like that because he works so hard and he wants it so bad,” Lorentz said. “We’re all rooting for him.”
Murray moved well enough in his return. He swallowed most of the 27 shots the Sabres threw at him, looking every bit the veteran he is. Murray had two goals against called back upon video review. His sprawling save on Sabres forward Alex Tuch was a reminder of the athleticism he can provide now that he’s fully healthy, too.
They’re all qualities Leafs fans might have forgotten. But they’re qualities that are still front of mind for Murray’s Leafs teammates.
“It hasn’t been forgotten in my mind what he’s accomplished in this league in his career,” Leafs forward Max Pacioretty said, himself no stranger to debilitating injuries that threaten a career. “It’s hard to almost remember what you’ve done, what you’ve accomplished because it seems like all the noise is always in the moment, whether it’s the injury or what has happened lately.”
Perhaps the Leafs win could have been predicted ahead of time. Sure, they were playing a reeling Sabres team that has now sputtered through 12 losses in a row. And they were buoyed by an upstart, white-hot line of Max Domi, Bobby McMann and Nick Robertson. They’re the third line in name only: The trio combined for three goals and 6 points against the Sabres.
But the opponent shouldn’t denigrate what was front of mind not just for Murray but also for the Leafs in Buffalo. They wanted to do right by a player who has done everything in his power to return to the NHL. You didn’t have to squint to see a defenceman like Jake McCabe throwing Sabres out of Murray’s crease with a little extra gusto.
“It gives you some incentive to go the extra mile because you know (Murray) has gone that extra mile just to get back to this position to where he’s at right,” Lorentz said. “It’s not like he half-assed it to get back to this point and he expected to be here. Surgeries and injuries like that, that he went through, that can stunt your career for a long time. You might never be able to recover to your old form.”
But Murray is working on getting back to the Matt Murray of old. And the Leafs’ need for Murray won’t end when they head north on the QEW back to Toronto.
The earliest Stolarz will likely return from a knee injury will be mid-to-late January. Hildeby doesn’t exactly have the full confidence of the Leafs organization right now after allowing a few soft goals during a recent call-up against the Sabres at home, combined with a less-than-stellar AHL season so far. He’s likely going to be an NHL player down the road, but there’s room for him to grow and develop more confidence in his game.
But Murray has what no other goalie in the Leafs organization has: experience. And that matters to Brad Treliving and Craig Berube: Both value games played and would rather lean on veterans whenever possible.
They’ll lean on Murray because of everything he’s done, and gone through, in his career.
After Friday night, that career looks drastically different.
“In reality, you’ve got to take each day as it comes and you never know when it’s going to be all over,” Pacioretty said. “So you don’t want to take days for granted.”
After Murray had dried his eyes and slowly taken off the pounds of goalie gear heavy with sweat, he sat on his own in the dressing room. The Leafs equipment staff all stopped unloading bags from the dressing room to give him a quiet pat on the back.
Murray looked up to see a note written on a whiteboard in the dressing room. The Leafs bus would be leaving in 20 minutes. There was another NHL game on the horizon.
He could smile once again knowing it certainly won’t be 628 days between being able to do what he loved.
(Top photo: Timothy T. Ludwig / Imagn Images)
Culture
How Merseyside became America’s 51st state
Beyond the dust of Liverpool’s dock road and the huge lorries rolling in and out of the city’s port, the glass panels of Everton’s new home at the Bramley-Moore Dock sparkle impressively, radiating ambition.
The site, expected to open next year, is a feat of engineering considering the narrow dimensions of the fresh land below it, where old waters have been drained to create a 52,888-capacity arena that has been earmarked to host matches at the 2028 European Championship.
The Everton Stadium, as it is currently known, has been nearly 30 years in the making and nothing about its construction has been straightforward. There were three other proposed sites — including one outside Liverpool’s city boundaries, in Kirkby — which never materialised; a sponsorship deal collapsing due to Russia’s invasion of Ukraine; three owners, Peter Johnson, Bill Kenwright and Farhad Moshiri, departing; and several flirtations with relegation.
Ultimately, Dan Friedkin, a Texan-based billionaire, will have the honour of being in post when it is inaugurated after his group’s long-awaited takeover was completed on Thursday.
It has been a momentous week for Everton, and for the region as a whole. The Friedkin Group’s takeover means both of Merseyside’s Premier League clubs are now controlled by Americans. Meanwhile, a third, League Two side Tranmere Rovers, could join them if the English Football League (EFL) ratifies a takeover by a consortium led by Donald Trump’s former lawyer Joe Tacopina.
In football terms, Liverpool is on the verge of becoming the USA’s 51st state — the name of the 2001 movie starring Samuel L Jackson and Robert Carlyle, which was filmed in the city and used Anfield, the home of Liverpool FC, as a backdrop.
It is a huge cultural shift from the days — back when that film was released — when Liverpool and Everton had local owners and an American takeover of the city’s most celebrated sporting organisations seemed unthinkable.
And for all the excitement that Everton and Tranmere’s takeovers have generated, there remains an underlying caution — born of years of fear and frustration over the direction their clubs have taken — over what U.S. ownership will mean.
GO DEEPER
Inside Everton’s Friedkin takeover: From the precipice to fresh hope thanks to new U.S. owner
Everton is a club of contrasts.
Much of their mainly local support comes from some of the United Kingdom’s most economically challenged districts in the north end of Liverpool, near Walton where Goodison Park is located, and the ‘People’s Club’ — as former manager David Moyes christened them — has long taken pride in not being connected to big business, particularly in comparison to their near-neighbours Liverpool.
“One Evertonian is worth twenty Liverpudlians,” said former local captain Brian Labone, who led the team he supported as a boy in the 1960s.
Yet it hasn’t always been this way. At that time, it was Everton — not Liverpool — who were the city’s big spenders under their chairman John Moores, the founder of Littlewoods Pools. Then, their nickname was the ‘Mersey Millionaires’ and the club’s modus operandi was unapologetically ruthless: one manager, Johnny Carey, was sacked in the back of a taxi.
Moores would detail several innovations that would grow the sport, making it more attractive to business. They included the creation of a European Super League (sound familiar?), the rise of television, as well as the removal of the maximum wage, leaving a free market in which the best players would go to the richest clubs.
When Liverpool started to dominate English football and Goodison Park experienced a dip in gates, Moores tried to raise more cash. One of his solutions was to bring corporate hospitality to Goodison, as well as more advertising boards around the pitch but the move experienced pushback.
“Fans didn’t like it,” says Gavin Buckland, who recently published a book entitled The End, which looks at some of the longer-term causes of Everton’s struggles. “They felt the boards intruded on their match day routine — an in-your-face commercialism.”
Attitudes haven’t changed much since, in part because successive Everton owners haven’t been able to expand Goodison which is hemmed into Walton’s warren of terraced streets. Under Kenwright, Everton played on that reputation of the plucky underdog punching above its weight; it was only when Moshiri, a Monaco-based British-Iranian steel magnate, arrived as co-owner in 2016 that the waters were muddied.
Under Moshiri, Everton became two clubs in one. Like Kenwright, Moshiri operated from London but unlike the theatre impresario, he had no natural connection with Merseyside. While Moshiri aimed for the stars, spending big on players and managers, Kenwright — who remained chairman and still had influence until his death last year — had a more corner-shop mentality. There was a lack of clarity over decision-making.
Enter Friedkin. Perversely, Everton’s fallen state is a major reason they represent such an attractive proposition to the San Diego-born businessman, who identified them as one of, if not the last, purchasable English football club where there is room for significant growth.
On Merseyside, there is some concern about what this might mean: Americans have tended to develop dubious reputations as owners of English football clubs due to their appetite for driving non-football revenues and seeing their investments as content providers.
Will the new stadium, for example, become a shopping mall experience, complete with hiked-up ticket prices? Buckland speaks of a “cliff edge”, where Everton are moving into a new home, necessitating new routines for matchgoing fans, while a new foreign owner with a reputation for keeping his distance gets his feet under the table. For some, all of this at once might be too much.
Given that Friedkin cannot claim to have played a leading role in the stadium move, he is likely to be judged quickly on the team that he delivers. Any new revenue-driving schemes will only float if fortunes improve on the pitch, otherwise his priorities will be questioned.
For proof, simply look across Stanley Park. In 2016, thousands of Liverpool fans walked out of Anfield in the 77th minute of a Premier League game against Sunderland after FSG announced that some ticket prices in the stadium’s new Main Stand would be priced at £77.
Liverpool had won just one trophy in six years of FSG ownership at that point and local fans, especially, felt like their loyalty was being exploited, given the organisation’s policy of investing its own money in infrastructure but not the team. The protest led to an embarrassing climbdown.
Liverpool was once described by the Guardian newspaper as the “Bermuda Triangle of capitalism”. It has since been framed absolutely as a left-wing city even though voting patterns suggest it should be described as a dissenting one. Its football supporters, whether blue or red, tend to confront perceived injustices, especially if it involves outsiders making money at the expense of locals, and even more so if they are not delivering on the pitch.
FSG were only able to buy Liverpool at a knockdown price, which its former American owner Tom Hicks described as an “epic swindle”, due to the response of the supporters who unionised themselves in an attempt to drive both Hicks and his partner George Gillett out following a series of broken promises, as the club veered dangerously towards deep financial problems from 2008.
“The missteps of Hicks and Gillett put power in the hands of the fans,” reminds Gareth Roberts from Spirit of Shankly, the fans group which is still active 16 years after its formation and which now has members on the club’s official supporters board. The latter became enshrined in Liverpool’s articles of association after FSG apologised for its leading role in the attempt to create a European Super League in 2021.
This came after several other high-profile PR blunders that eroded trust. It remains to be seen whether figures like John W. Henry, FSG and Liverpool’s principle owner, will listen to the board rather than pay lip service and carry on regardless with his own plans. Roberts says the ongoing challenge is “getting them to understand the culture”, and it does not help the relationship when Henry’s business partner, Tom Werner (Liverpool’s chairman), speaks so enthusiastically about taking Premier League fixtures away from Anfield and potentially hosting them in other parts of the world.
There was a time when either Everton or Liverpool’s local owner not showing at a match would dominate conversations in pubs and get reported in the local paper. Now, that only happens if they actually turn up.
Leading FSG figures usually fly in from Boston, Massachusetts, attending a couple of games a season — Werner was at Liverpool’s recent game against Real Madrid, while Henry was in the stands for the first home game of the season against Brentford. They appoint executives and dispatch them to Merseyside, or London, where the club has long had an office, to run the business on their behalf. Such individuals are under pressure to drive revenues as far as they can, in theory improving the economic possibilities of the team.
Roberts says ticketing is an especially thorny issue at Liverpool due to the popularity of the club. It feels like locals are under attack: that there is a race to get the richest person’s bum onto a seat.
As far as Roberts is concerned, a club that markets its image from the energy that Anfield occasionally creates is treading on dangerous ground. “The Kop still has power,” he insists. “But if you squeeze the fans and they drop off, there is a risk that the place gets filled with spectators rather than supporters and with that, you kill the golden goose.”
This, he adds, should act as a warning to Evertonians as they embark on their own American adventure.
Like Roberts, Liverpool metro mayor Steve Rotheram is a season ticket holder at Anfield and he understands such anxieties. In October, he spent a fortnight in North America exploring trade opportunities and the experience made him realise how powerful a brand Liverpool has abroad due to its connections with football and music, as well as its central role as a port in the movement of the Irish diaspora that spread across the Atlantic in the 19th century.
He says such history helps start conversations with American businesses from sectors like bioscience and digital innovation, which are now interested in investing in Merseyside due to the availability of land near the waterfront on both sides of the Mersey river, a hangover from the harsh economic measures of the 1980s and the decline that followed.
Rotheram says football, especially, plays a significant role in the visitor economy to the region, which in 2018 was worth £6.2billion. A thriving Everton playing at a stadium that does a lot more than host football matches every fortnight has the potential to add to that pot. The site at Bramley-Moore promises to regenerate the area around it and, currently, there are small signs of that change. Now Everton’s immediate financial concerns have gone away, perhaps businesses hoping to move in can proceed with more confidence.
GO DEEPER
How Liverpool 2.01 was built – and FSG abandoned any plans to sell
To reach the third professional football club on Merseyside attracting American investment, you have to cross the river.
If Rotheram gets his way, a walkable bridge will connect Liverpool to Wirral, the home of Tranmere Rovers, and potentially boost the peninsula’s economy. But for the time being, there are just two transport options: a tunnel under the Mersey or, more pleasurably, a ferry which takes less than seven minutes to sail from the Pier Head, beneath the famous Liver Buildings, to Seacombe.
In the middle of this journey, as the ferry juts north, there is a different view of Everton’s new stadium, positioned between a scrapyard and a wind farm, both of which are in the shadow of a brooding tobacco warehouse that is the biggest brick building in the world. Everton’s new home is much closer to the city and might seem enormous from the land, glistening from whichever angle you look at it, but it does not dominate the skyline from the brown, scudding channels of the Mersey.
When the novelist Nathaniel Hawthorne sailed across the same stretch of water in 1854, he recalled a scene that he thought neatly captured the personality of the Liverpudlians he’d encountered over the previous six months, having been sent to the city as American consul.
There, on the ferry, was a labourer eating oysters using a jack knife taken from his pocket, tossing shell after shell overboard. Once satisfied, the labourer pulled out a clay pipe and started puffing away contentedly.
According to Hawthorne, the labourer’s “perfect coolness and independence” was mirrored by some of the other passengers. “Here,” Hawthorne wrote, “a man does not seem to consider what other people will think of his conduct but whether it suits his convenience to do so.”
Hawthorne did not specify whether the labourer was from Liverpool or the piece of land to the west now known as Wirral. To any outsider, the places and their residents tend to be viewed as one of the same.
On Merseyside, however, distinctions are made: Liverpudlians tend to identify themselves as tougher and sharper, while those from “over the water”, tend to have softer accents and are once removed from the struggles of the city.
In truth, both areas suffered in the late 1970s and 80s when unemployment ripped through its docks and shipyards. Whereas Liverpool’s city centre has been transformed in the decades since, the Wirral’s waterfront feels less promising. Whereas Liverpool has the Albert Dock, museums and a business district punctuated by glassy high rises, Wirral has very few distinguishable features from the river beyond its scaly, grey sea wall.
Three miles or so from the terminal in Seacombe lies Prenton, the home of Tranmere, a football club that returned to the Football League in 2018, having fallen on hard times since the early 1990s when it threatened to reach the Premier League.
That history is one of the reasons why an American consortium led by Tacopina has an application with the EFL to try and buy the club from former player, Mark Palios, who later acted as the chief executive of the English Football Association.
The Athletic reported in September that Tacopina was attempting to “harness the power of his celebrity contacts” to try to propel Tranmere up the divisions from League Two. In a report the following month, it was revealed on these pages that rapper A$AP Rocky and Las Vegas Raiders defensive end Maxx Crosby were two of the investors.
According to a source involved in the deal, who would like to remain anonymous to protect working relationships, there is a belief the takeover will be completed in early 2025. While the source suggests it has taken longer than expected to reach this point after an unnamed investor dropped out, The Athletic has been told separately that an unnamed investor’s application was rejected by the EFL. This led to the buying group trying to source a replacement. The EFL declined to comment.
Tacopina has been involved in Italian football for a decade, with mixed success. He knows Tranmere is not a sexy name but neither was Wrexham before they were taken over by the Hollywood actors Ryan Reynolds and Rob McElhenney in 2021. While Tranmere has a fight this season to retain its Football League status, Tacopina would be taking on a club that more or less breaks even.
Palios is naturally cautious. For years, he’s wanted to find a minority partner but interested parties have tended to find there isn’t much up-side for such investment. Palios has since been able to convince Tacopina that Tranmere has significant potential with a full takeover, that the club has geography on its side and could become the region’s third wheel.
More than 500,000 people live on the Wirral but the majority cannot get tickets for Liverpool or Everton. There is an interest in Tranmere but many Wirral residents are only would-be fans. That would surely change with an upwardly mobile team, as Tranmere were in the 1990s when it tried to reach the top flight and a packed Prenton Park witnessed a series of exciting cup runs.
Tranmere is worth around £20million in assets. Even if the club reached the Championship, the gateway to the Premier League, the value would increase significantly, potentially leaving Tacopina with a profit if he decided to sell. Importantly, the stadium is owned by the club and Tacopina would be inheriting that. Tacopina takes confidence from the stories of clubs like Bournemouth and Brentford, who are now established in the Premier League despite playing in similar-sized stadiums to Prenton Park (Bournemouth’s is actually considerably smaller) and with little history of success at the top level.
Prenton Park, however, does not have the facilities to generate much revenue outside of matchdays. In the boom of the early 90s, the venue was rebuilt on three sides but that did not include the main stand, which remains a relic of corrugated iron and brick. Lorraine Rogers, the chairperson before Palios, suggested the stand was costing Tranmere £500,000 a year to maintain. In 2021, a League Two game with Stevenage was postponed after a part of the roof flew off during a storm.
Palios has explored other stadium options. From the Mersey, the West float slipway leads to Bidston, where a site has been discussed but diehard fans are not enthusiastic about a move three miles away which would take the club away from its roots and potentially position it next to a waste plant, and where there are few pubs and transport links are limited.
Last summer, Palios suggested the zone was ripe for redevelopment in an interview with Liverpool Business News. “I advise my children, if ever they invest in property, invest in the south bank of the river,” he said. “As sure as apples fall from trees, this place is going to get developed.”
Any relocation, however, would need assistance from Wirral Waters as well as a council that for a decade has carefully been trying to manage its budgets due to cuts from central government. At the start of December, the Liverpool Echo reported that the council will be asking the government for a £20million bailout to prevent it from having to declare bankruptcy.
While it is generally accepted the Palios era is near an end and Tranmere needs to find a way to move forward, there is a wariness and some Tranmere supporters are questioning whether they want someone who has represented Trump in a rape trial running their club.
Matt Jones, the presenter of the Trip to the Moon podcast, speaks of “excitement, curiosity and fear”. Two years ago, he tracked down Bruce Osterman, Tranmere’s previous American owner (and the first in English football), to San Francisco.
Osterman told Jones that in 1984, he was able to complete a takeover because Tranmere were “days away from shutting its doors”. Yet Osterman was humble enough to admit that he was ill-prepared for the challenges that followed, despite investing £500,000 in cash. “I didn’t know what the hell I was doing,” he admitted. “I had no experience in this area. I was a trial lawyer… I had no understanding of the history, or where we were going.”
Osterman says that if he had his time again, he “would probably have paid more attention to the team’s relationship with the community”. Over the next three and a half years, Tranmere’s financial position became bleaker and he ended up selling the club at a loss to Palios’ predecessor Peter Johnson, the son of a butcher who became a millionaire businessman in the food industry.
Johnson ended up buying Everton where he was much less popular. His story is a reminder that it is not just American owners who move around clubs, as Friedkin has. Johnson grew up a Liverpool fan, an inconvenient factoid which put him on the back foot at Goodison, where he encountered suspicious minds and hardened attitudes.
Cynicism is deeply embedded among Everton fans, who might wonder how long it will take for their club to see the benefits of being at a new stadium and under new ownership.
Yet Friedkin’s arrival potentially draws a line under much of the uncertainty. Simon Hart, a journalist and author who has written extensively about the club, speaks about the last few years being battered by “existential concerns relating to the club’s future to the extent you are largely numb, hoping just to survive. The impression that Friedkin seems reasonably sensible and hasn’t destroyed Roma is something to grasp and be grateful for.
“At the moment, the thing that needs answering is whether Everton can go into the new stadium as a Premier League club that is secure. There is a sense that anything that keeps the club alive is acceptable.”
Excitement is not the right word but relief might be. Hart thinks Goodison is irreplaceable, a venue where the terraces hang over the pitch and some of the timberwork dates back to the Victorian era. It is as much a part of the club’s identity as the Liver Buildings are to Liverpool. A departure inspires mixed emotions that swirl around the freezing reality that Everton has not won a trophy of any kind since 1995.
As the years pass and the record extends, it becomes harder to escape. Hart describes Goodison as his “special place”, but it feels like “disappointment is soaked into every brick now”. He attended the 0-0 draw with Brentford in November when the visiting team were down to 10 men and it felt as though Goodison was weighed down by negative emotion.
Perhaps their new home allows the club to embrace a fresh start and, as he puts it, “allow Evertonians to look forward rather than back.”
(Top image: Getty Images/Design: Eamonn Dalton)
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