Issue link: https://read.uberflip.com/i/1547516
"That's what great brands are," he said. "They have integrity. That's about executing what you say your brand is. They are true when you say them. They resonate. "When you say 'State of Hockey' to Minnesota, they're like, 'Damn straight. This is the State of Hockey.' And they'll start telling you why." A SPECIAL COMMUNITY Twenty-six years after those words appeared on a pad during a three-hour brainstorming session, Majka occasionally hears someone use them without any connection to the Wild at all. Those are the moments when the magnitude of what happened in that room can still hit him. But when asked what he is proudest of after nearly three decades with the franchise, Majka doesn't choose the slogan. He doesn't choose the jerseys or Hockey Day Minnesota. He chooses the people. " W hat I'm most proud of is the community that we gather," Majka said. "This building, the energ y in this building for hockey, whether it is Wild games or the girls or boys state high school hockey tournament, the community that gathers and cheers together in this building, the unity that this building and our sport brings to people—that 's the thing I'm most proud of. "That we, the Wild, get to be the convener of that community, that feels really great." Three people once sat in a room trying to find the words to describe that community. Twenty-six years later, Minnesota is still using them. Michael Russo writes for The Athletic. This is his 22nd season covering the Wild and 32nd covering the National Hockey League after previously covering the Florida Panthers. He co-hosts the Worst Seats in the House podcast on talknorth.com, which can be heard wherever you get your podcasts. Russo can be heard weekly on KFAN (100.3-FM) and seen throughout the hockey season on NHL Network. Follow Russo on X and Instagram at @RussoHockey and Facebook at /michael- russohockey. To subscribe to The Athletic, go to nytimes.com/athletic/author/michael- russo and click any article for a discount. Russo's Rants Photos / Minnesota Wild, Vintage MN Hockey 30 M H J ON L I N E . C O M | N O V / D E C 2 0 2 6 P R E S E N T E D B Y The State Tournament and Hockey Day Minnesota are just two of Minnesota's signature events. "This building, the energy in this building for hockey, whether it is Wild games or the girls or boys state high school hockey tournament, the community that gathers and cheers together in this building, the unity that this building and our sport brings to people — THAT'S THE THING I'M MOST PROUD OF." —Matt Majka, Chief Executive Officer of the Minnesota Wild