Ilya's and Shane's first commercial together as husbands
After getting involuntary outed, Shane loses a few endorsement deals. He doesn't really notice at first; of course Yuna told him, but he had way bigger things to worry about than doing fragrance commercial shots, thank you very much.
Ilya and he get married, they honeymoon in Ibiza, they do their hockey camp, Shane signs a deal with Ottawa. The dust settles a bit. Only then he realises that he didn't do an underwear commercial for Manmade, like every summer. And Yuna hasn't pestered him about Reebok for a while.
Shane doesn't really care, he always hated doing these adds and honestly, he made enough money to live comfortable for the rest of his life, so it's whatever.
But...but it's not whatever. Shane does care. It stings. He hates that it still feels like getting punished just for being who he is.
A luxury fragrance brand calls of a deal and at Yuna's inquiry they let Shane know that it doesn't have to do with Shane's sexual orientation (well, because that would be downright illegal to admit but okay), but rather that they don't see how their quite luxury concept and his boulevard paper, attention seeking lifestyle fit together. In other words, the shit show around their coming out was to messy for their liking. Another thing Shane is innocent of, another thing he gets punished for.
Fuck them, Ilya and Yuna say in unison and Shane has to smile again. Seriously. Fuck these companies. He's got everything he needs, everything he wants is just right here. Minus an additional Stanley Cup or two.
Ilya didn't do as many commercials as Shane did, but he lost a deal with Bugatti as well ("Thank fuck I sold that car before I came to Ottawa").
Still, Shane is getting more and more worried, which brands might want to let go of them next. Who really is to trust in that political climate? Which clothes will feel shitty on his skin, knowing the people behind them hate people like Ilya and him? Will they be ostracised forever?
He just waits for the call of Speedo or Under Armour, telling him that they don't want a gay man presenting his package on big billboards.
A few weeks pass, the season starts and Shane really can't worry about endorsement deals right now. He is even more annoyed, when Yuna tells him that there is this marketing guy who wants to talk to Shane directly, but he caves in after the third reminder.
The call leaves Shand actually a bit lightheaded, smiling brightly even. The money is decent but thst absolutely doesn't matter. What does matter was that Ilya and he had to extend their stay in Toronto after their next game.
When Shane tells Ilya about their appointment soon, they both start to laugh, and maybe there are a few tears hidden in it.
A few weeks later, after an easy win against Toronto, they enter the Varsity Arena, hand in hand, more than ready for their second CCM commercial shot together.
The producer Kim greats them enthusiastically, talking about the poetic beauty of doing another shot with the two best hockey players together over ten years after their iconic pre-rookie season shot. Kim quickly explains the concept behind their commercial: They want to fuse old footage and new shots together, emphasing the development of their skills on the ice. "From rivals to husbands. From rookies to legends. Always supported by CCM. With us players become champions."
Shane and Ilya almost burst into giggles again thinking about how supportive CCM, or more likey the showers in this Arena, had been on their way to become husbands indeed.
It is the most fun they both ever had while shooting. Skating as fast as they can, showing of their almost telepathic dream passes, chirping and then battling for the puck, trick shots on the net, celebrating each other's goals.
They let themselves be filmed while trying out every piece of equipment, give comments on different stick flexibilities, show their taping techniques (and teasing each other obviously).
Ilya grows suspicious how patient Shane is with commercial shot, how willingly he is to pose for pictures, participates in games for social media clips. He nudges Shane and raises one eyebrow, that is question enough.
"CCM launches that campaign everywhere. Instagram. TV spots. Catalogues. In the stores. At games." Shane smiles smugly. "A queer couple, the face of one of the top hockey equipment brands. Almost every hockey player, from amateur to pro, will see us, one way or another."
"Even in Montreal", Shane agrees and Ilya
Ilya laughes fondly, he loves when Shane is a menace.
Kim calls it a day, shakes their hands and thanks them for all the amazing footage they got and politely suggest they hit the showers.
They turn towards the lockerroom and Shane blushes. "Maybe you should go shower first. Considering.... well and I should check...this thing."
"What, are you afraid you can't keep your hands to yourself, Hollander?"
"I'm more afraid you do keep your hands to yourself, Rozanov," Shane winks but he stops at the door in safe distance. "Maybe I go call Mom that the day went well and CCM is actually a good partner."
"Is nice of them, hire us both. Tell Yuna thanks for getting me on the deal, too."
Shane's cheek turn several shades more pink but holds Ilya's gaze. "I told them that I'd only do the commercial together with you."
Ilya fixes Shane with a penetrating stare as he saunters over to him dangerously slow. "Now you will definitely come to the shower with me."