In the realm of curling, the typical imagery involves ice, brooms, and relaxation post-game. However, for Shelby Gagnon, a 2-Spirit Anishinaabe/Cree artist and activist, the collaboration with Goldline Curling and Curling Canada for the 2026 Milano-Cortina Olympics presented an opportunity to showcase a unique perspective on Canada’s cherished sport. This collaboration allowed Gagnon to share stories of her profound connection to the land and water through her art, emphasizing the significance of land and water preservation and highlighting Indigenous history.
Goldline Curling, a prominent supplier and manufacturer of curling equipment for players across all levels, played a pivotal role in this partnership, akin to Bauer’s significance in hockey. Prior to the launch of the uniforms and merchandise, Erin Flowers, the president of Goldline Curling, expressed feeling anxious as this particular line of uniforms held special importance.
The collaboration between Goldline Curling and Gagnon for the “True North” series of curling merchandise began in September 2024. Flowers discovered Gagnon’s work in a local magazine and a mural in Thunder Bay, Ontario, which led to a natural connection between the two. The design of the Maple Leaf on the uniforms, incorporating water-inspired lines, symbolized the essence of nature and resonated with Gagnon’s artistic vision.
The curling kits featured Gagnon’s artwork with the Maple Leaf prominently displayed on the back, signifying support for Canadian athletes. Flowers, acknowledging the sensitivity around appropriating Indigenous art, ensured a collaborative approach with Gagnon, respecting her artistic autonomy throughout the project.
Gagnon’s artwork on the uniforms encapsulated her dedication to nature conservation, with water elements and a hummingbird motif symbolizing resilience and respect for the environment. The hummingbird design, with its significance in Indigenous culture, drew parallels to athletes’ journeys, emphasizing connection and attentiveness.
Despite facing manufacturing challenges, the uniforms received overwhelming praise from Curling Canada and the broader community. The unveiling in Halifax garnered positive feedback, with the Maple Leaf design symbolizing national pride and unity. The success of the collaboration underscored the importance of fostering meaningful relationships between artists and businesses, transcending mere commercial transactions.
Gagnon’s focus extends beyond financial gains, emphasizing the value of relationships and the emotional impact of her art. Flowers described Gagnon’s art as a gift that could evoke profound emotions, especially in times of global uncertainty. The symbolism of the hummingbird as a harbinger of good luck on a challenging journey resonates strongly amidst current global challenges.