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Review
"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"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
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About the Author
Nicholas Hirshon is an assistant professor of communication at William Paterson University. He worked as a reporter for the New York Daily News from 2005 to 2011 and has written for the New York Times, the Wall Street Journal, and the Hockey News. He is the author of Nassau Veterans Memorial Coliseum and Forest Hills. Éric Fichaud is a retired NHL goaltender who played for the New York Islanders from 1996 to 1998.
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Product details
Hardcover: 312 pages
Publisher: University of Nebraska Press (December 1, 2018)
Language: English
ISBN-10: 1496206533
ISBN-13: 978-1496206534
Product Dimensions:
6.3 x 1.2 x 9.1 inches
Shipping Weight: 1.5 pounds (View shipping rates and policies)
Average Customer Review:
4.5 out of 5 stars
11 customer reviews
Amazon Best Sellers Rank:
#116,943 in Books (See Top 100 in Books)
pounds you to death with the excuse that the rebrand was only bad because the team was bad, not that it was a terrible logo.also had quite a few facts left out on trades, players, etc. small things that would've made the book much better. an example, todd bertuzzi is mentioned quite a few times in the book, the author never mentions his trade (a real milbury stinker), even though he mentions Trevor Linden, whom bertuzzi was traded for, being named captain. also goes into todd bertuzzi's suspension for ending steve moore's career,but never names steve moore??but writes "if this had worked out the rebrand would have been successful" about twenty five times.
From the mascot to management, from the players to fans, Author Nick Hirshon leaves no stone unturned as he brings you the complete story of ill fated “Fish stick†logo that took the NHL by storm but not in a good way. His interviews with most everybody involved with in the logo gives you great insight of why the change was made and how quickly the Islanders came to regret it!
If you can handle the on-ice frustrations the Islanders suffered during the “fish stick era,†you may still have a difficult time with their rebranding...
Great read on an historic franchise
Excellent storytelling! Research is incredibly thorough and well framed. A fascinating read that was hard to put down!
I received an ARC of this book via NetGalley in exchange for my honest review.I was a child when this specific jersey/logo change that serves as the catalyst for this book occurred, but I do remember the logo and how odd it seemed. I was unaware of the "we want fish sticks" chant, but I was I would have been aware because that is hilarious. I am not an Islanders fan, and likewise, I have no ill will towards the franchise, but I did find this book to be intensely entertaining. I felt real empathy for the fans and players alike enduring one of the most bizarre and aimless rebrands in sports history, and I have gained a great appreciation for the traditional Islanders logo in the process. This book serves as an excellent guide on what not to do when undertaking a rebranding process.
There are many great, interesting, too strange to be fiction stories in professional sports, but one of my favorites in the New York Islanders in the mid to late 90s. After watching the ESPN 30 for 30 documentary about John Spano acquiring part of the franchise due to fraud, I thought that this was an interesting story. "We Want Fish Sticks" is a different angle of the franchise throughout the same time span, and another aspect of a team struggling through a perfect storm of really bad decisions.Nicholas Hirshon's book focuses on the relabeling of the New York Islanders franchise with new jerseys, new colors, a new mascot, and a new logo. They were following the lead of other successful West Coast teams like the LA Kings and the Anaheim Ducks, both of them with a very successful re-branding campaign. The problems with the Islanders uniform switch is that they had been a great team in the 80s, winning four straight Stanley Cup finals, and were now not as strong of a team as they were back then. The formula of losing season, a new volatile coach, and cheap management leads to a great, if not painful story. Reading it as someone who was not involved, is not an Islander fan, and is just interested in a great sports story, "We Want Fish Sticks" is everything a person can ask for. This is one of my favorite weird sports stories, and this book really adds to the almost sad quality of the late 90s New York Islanders.I received an ARC from NetGalley in exchange for an honest review.
Hilarious and informative!
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