{"product_id":"we-want-fish-sticks-the-bizarre-and-infamous-rebranding-of-the-new-york-islanders-paperback","title":"We Want Fish Sticks: The Bizarre and Infamous Rebranding of the New York Islanders - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eNicholas Hirshon\u003c\/b\u003e (Author), \u003cb\u003eEric Fichaud\u003c\/b\u003e (Foreword by)\u003c\/p\u003e\u003cp\u003eThe NHL's New York Islanders were struggling. After winning four straight Stanley Cups in the early 1980s, the Islanders had suffered an embarrassing sweep by their geographic rivals, the New York Rangers, in the first round of the 1994 playoffs. Hoping for a new start, the Islanders swapped out their distinctive logo, which featured the letters \u003ci\u003eNY\u003c\/i\u003e and a map of Long Island, for a cartoon fisherman wearing a rain slicker and gripping a hockey stick. The new logo immediately drew comparisons to the mascot for Gorton's frozen seafood, and opposing fans taunted the team with chants of \"We want fish sticks \" \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e During a rebranding process that lasted three torturous seasons, the Islanders unveiled a new mascot, new uniforms, new players, a new coach, and a new owner, which were supposed to signal a return to championship glory. Instead, the team and its fans endured a twenty-eight-month span more humiliating than what most franchises witness over twenty-eight years. Fans beat up the new mascot in the stands. The new coach shoved and spit at players. The Islanders were sold to a supposed billionaire who promised to buy elite players; he turned out to be a con artist and was sent to prison. \u003ci\u003eWe Want Fish Sticks\u003c\/i\u003e examines this era through period sources and interviews with the people who lived it. \u003cbr\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003cb\u003eNicholas Hirshon\u003c\/b\u003e is an assistant professor of communication at William Paterson University. He worked as a reporter for the \u003ci\u003eNew York Daily News\u003c\/i\u003e from 2005 to 2011 and has written for the \u003ci\u003eNew York Times\u003c\/i\u003e, the \u003ci\u003eWall Street Journal\u003c\/i\u003e, and the \u003ci\u003eHockey News\u003c\/i\u003e. He is the author of \u003ci\u003eNassau Veterans Memorial Coliseum\u003c\/i\u003e and \u003ci\u003eForest Hills\u003c\/i\u003e. \u003cb\u003eÉric Fichaud\u003c\/b\u003e is a retired NHL goaltender who played for the New York Islanders from 1996 to 1998. \u003cbr\u003e\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 312\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.72 x 8.8 x 5.85 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e October 01, 2020\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":45667201187942,"sku":"9781496222305","price":32.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0599\/7255\/0758\/files\/Zk5jeVN1WW5aenNaR1RtMndjNDNIQT09.webp?v=1779990624","url":"https:\/\/infinitylightwa.com\/products\/we-want-fish-sticks-the-bizarre-and-infamous-rebranding-of-the-new-york-islanders-paperback","provider":"Infinity Light","version":"1.0","type":"link"}