There are rookies, and then there are rookie sensations. James Reimer is the latter, because he's the rare NHL player treated like a cult icon while earning mainstream acceptance. We're talking about a goalie that inspired a Transformers-related nickname and a parody of Rebecca Black's "Friday," while also winning rookie of the month honors for March from the NHL.
But the most interesting aspect of Reimer's bio, at least thus far, is his faith. He's a devout Mennonite. At first, that meant quirky tales about the Goalie Who Does Not Swear who made his debut in the same season that HBO elevated hockey profanity into high art. Now, it means Reimer is joining a small clique of NHL players who are open about their faith and its influence on their game.
From James Mirtle in Monday's Globe & Mail, Reimer on his faith:
"It's a big reason why I'm calm out there," he said. "I mean, I don't have any fear of what's going to happen. The way I see it, or tell myself, if I let in zero or six, it's His call up there. It's whatever He wants in my life. It helps to calm it down and put everything in perspective."
Players' religion has never been much of a focal point in professional hockey, as the NHL is likely the most secular of the major professional sports. Whereas some teams in the NFL form prayer circles after wins and athletes in other sports thank God after winning championships, the subject rarely comes up in the NHL, even though many prominent players such as Jarome Iginla, Shane Doan and Mike Fisher are devout Christians.
Yet their faith, and the faith of others, is constantly underplayed by the NHL and the media, even if the participation of NHL players in different ministries is well documented. The Teen Ranch Christian camp in Toronto even had a Hockey Hall of Faith that featured devout NHL players … including Stu Grimson, no less.
Two years ago, we wondered if the NHL was missing a chance to market to the faith-based community, based on some of the high-profile players of faith in the league. Are they still?
Hockey itself has virtues that would appeal to that community: Dedication, loyalty, honor, a warrior mentality in fighting for what one believes in. Not to mention one heck of a Holy Grail …
But connecting faith with hockey is like connecting politics with hockey, in the sense that the NHL and its marketing partners appear to see it as a third-rail, not to be touched. That's the safe approach, to be sure. But it may not be the most lucrative.
Yes, it's totally cynical to consider pimping out a God-loving player just to sell tickets. But that's Hollywood for you.
Which brings us back to Reimer and the Toronto Maple Leafs. Reading between the lines of his agent Ray Petkau's statement to Sports Illustrated last month, nice guys could cash in:
"People will say they can't believe how nice he really is, but it's not an act, he really just genuinely cares about people," says Petkau, who keeps a close eye out for anyone in the big city who might try to take advantage of the small-town, nice kid. "There are a lot of sharks out there. I've gotten nothing but calls lately from business about James Reimer, wanting to jump on the bandwagon with endorsements and things like that. I do worry a little about him being in an environment like that, with the kind of person he is, but we talk daily and I emphasize some of those things to him."
So we've come a long way from Jesus Price (blasphemy!) to Optimus Reim. There's no separating the player from his faith, or his faith from what makes him an appealing personality as a burgeoning NHL star who told the Globe & Mail he was "blessed" to be in the NHL. And that can only be a good thing, since the sports marketplace needs a few white hats amongst the villains.