In the realm of curling, the common imagery involves ice, brooms, and a post-game beverage. However, for Shelby Gagnon, a 2-Spirit Anishinaabe/Cree artist and activist, teaming up with Goldline Curling and Curling Canada for the 2026 Milano-Cortina Olympics provided a unique opportunity to showcase a different facet of Canada’s cherished sport.
This collaboration allowed Gagnon to share narratives of her profound connection to the land and water through her art, emphasizing the significance of land and water preservation while also shedding light on Indigenous history. Goldline Curling, the primary supplier of equipment for curling players at various levels, plays a pivotal role in the sport, akin to Bauer in hockey.
Before the launch of the team uniforms and merchandise, Erin Flowers, President of Goldline Curling, admitted feeling nervous due to the special nature of this uniform series. The “True North” collection of curling merchandise, a collaboration with Gagnon, took shape after Flowers discovered Gagnon’s work in a local magazine and a mural in Thunder Bay, Ontario. Their connection blossomed organically, fueled by a shared passion within the curling community. Flowers envisioned incorporating Indigenous art into the uniform designs, leading to a creative partnership with Regina-based designer Steph Schmid.
The Maple Leaf design, with water-inspired lines subtly woven into it, symbolizes calmness and depth. Representing Canada, the Maple Leaf holds significant national symbolism, aligning with Gagnon’s artistic vision. The team uniforms prominently feature Gagnon’s art, emphasizing solidarity and support for Canadian athletes.
Despite challenges in production, the unveiling of the curling uniforms in Halifax received overwhelming praise from the curling community and beyond. The collaboration between Flowers and Gagnon not only resulted in a successful business endeavor but also fostered a deep personal connection rooted in mutual respect and admiration for each other’s craft.
Gagnon’s artistic motifs, particularly the hummingbird design, carry profound meaning, symbolizing luck on a challenging journey. This collaboration between art and sport not only celebrates Indigenous culture but also serves as a beacon of hope during tumultuous times.