In April 2025, Warrior transformed a routine sponsorship announcement into one of the most talked-about moments in Canadian sports culture. Two days before the NHL playoffs, Russian prodigy Ivan Demidov unexpectedly signed with the Montreal Canadiens, right in the middle of Canada’s most consequential federal election in half a century. Seizing the overlap of hockey and politics, Warrior launched “Demidov for President” in less than 72 hours. A total of 93 election-style posters appeared across Montreal, a number chosen to represent both Demidov’s new jersey number and the last year the Canadiens had lifted the Stanley Cup. The campaign’s slogan, “Là pour les Canadiens,” carried a powerful double meaning in French: “Here for the Montreal Canadiens,” but also “Here for Canadians” as a people. The city’s reaction was immediate. All 93 signs were stolen within 12 hours, sparking viral buzz across Canada, the United States, Russia, and Europe. Days later, future Prime Minister Mark Carney copied the campaign word for word, replacing Demidov’s face with his own and plastering the same slogan across Montreal during the Canadiens’ final regular-season game. Soon after, the Canadiens clinched a playoff berth with Demidov in the lineup, and Carney went on to win the election. For Warrior, this was more than a sponsorship. It was the brand’s true breakthrough.