On June 30, the NHL hired 19-year-old TikToker Josh Richards to a one-year, special advisor role with the purpose of expanding the NHL’s youth fanbase as part of a larger initiative to grow the game. The NHL went even further, dubbing him as the “voice of the fans.”
If you had no idea who Josh Richards was, or that the NHL was interested in working with him before this, then you’re not alone. If you’re not ‘up’ on the GenZ TikTok-trends, here’s a primer; He’s a Canadian social media influencer and TikTok content creator, who has endeared himself to the NHL presumably through his TikTok dances in various NHL jerseys.