We Want Fish Sticks
The Bizarre and Infamous Rebranding of the New York Islanders
Format:Paperback
Publisher:University of Nebraska Press
Published:1st Oct '20
Currently unavailable, and unfortunately no date known when it will be back
This book recounts the New York Islanders' challenging rebranding journey in the 1990s, marked by humorous failures and fan resilience.
In We Want Fish Sticks, the narrative delves into the tumultuous journey of the NHL's New York Islanders during a challenging period in the 1990s. After a glorious era marked by four consecutive Stanley Cup victories in the early 1980s, the team faced a disheartening sweep by their rivals, the New York Rangers, in the first round of the 1994 playoffs. In a bid for reinvention, the Islanders made the bold decision to change their iconic logo, replacing it with a cartoon fisherman, which quickly became the subject of ridicule among fans and opponents alike. Chants of 'We want fish sticks!' echoed through arenas, highlighting the team's struggle to regain its former glory.
The book explores the extensive rebranding efforts that unfolded over three painful seasons. With the introduction of a new mascot, uniforms, players, and coaching staff, the Islanders aimed to signal a fresh start. However, the reality was far from the hopeful vision. The team encountered a series of misfortunes, including a star player who refused to join and a new owner whose promises turned out to be deceitful. As the Islanders faced humiliation on and off the ice, the narrative captures the emotional toll on fans and the franchise.
We Want Fish Sticks offers a vivid portrayal of this chaotic era, enriched by interviews and period sources, shedding light on the struggles, failures, and resilience of a team and its supporters as they navigated a landscape of disappointment and hope.
“There were times during the mid- to late 1990s when Barnum and Bailey had nothing on the New York Islanders. From a disastrous rebranding to ownership fiascos, they became a bad hockey joke. Thanks to Nick Hirshon’s narrative, it’s far more enjoyable to revisit today than it was to experience in real time.”—Howie Rose, television play-by-play broadcaster for the New York Islanders, 1995–2016
“Hirshon skillfully captures perhaps the most colorful story in hockey history. Benefiting from original interviews with NHL players, We Want Fish Sticks takes readers on the ice and into the locker room for the stranger-than-fiction moments that defined the mid-1990s New York Islanders.”—Keith Jones, hockey studio analyst for NBC Sports
“A great behind-the-scenes look at one of history’s most (in)famous team designs and an excellent primer on team design in general. Essential reading for any fan of uniforms, logos, and sports aesthetics.”—Paul Lukas, ESPN.com columnist and founder of Uni Watch
"With We Want Fish Sticks, Hirshon captured what was one of the most unique stories in sports amidst what was an amazing era for hockey in New York."—Jason Schott, Brooklyn Fans
“This part in Islanders history couldn’t have been more accurately documented. It was easily the most uncomfortable time for players and, with Mike Milbury at the helm, simply embarrassing. I thoroughly enjoyed reading the thoughts behind the changing of the brand. I now have a better understanding of the decision process. Clearly there needed to be much more dialogue on such an important change and how it would affect the Islanders’ image.”—Mick Vukota, New York Islanders franchise leader in penalty minutes
"For readers who are interested in sports branding as well as hockey history, this is a must read."—Guy Who Reviews Sports Books
ISBN: 9781496222305
Dimensions: unknown
Weight: unknown
312 pages