AU NOIR Menswear Partners with Montreal Canadiens’ Zachary Bolduc in collaboration with MVP Sports Marketing in New Campaign Highlighting Style, Performance, and Confidence
Montreal-based menswear brand Au Noir is proud to announce its partnership with Zachary Bolduc, forward for the Canadiens and one of Canada’s rising hockey stars, as part of a new national campaign blending style, performance, and local identity.
Known for his intensity on the ice, discipline, and attention to detail, Zachary Bolduc perfectly embodies Au Noir’s core values: boldness, confidence, and sophistication. This natural partnership highlights a shared vision where style becomes an extension of performance—both in the arena and beyond.
“With Au Noir, I find the same level of precision I bring to my game: every detail matters. Style, confidence, and the desire to stand out are just as important to me off the ice,” says Zachary Bolduc.
“Au Noir garments offer exceptional comfort thanks to 360° stretch, with an almost tailored fit and details that truly make a difference.”
The campaign, airing on television including RDS and TVA Sports, as well as across web and social media platforms, features Zachary Bolduc in a series of visuals and videos shot in Quebec. It showcases the brand’s signature pieces—shirts, blazers, polos, and pants—locally designed and recognized for their comfort, quality, and distinctive visual identity.
“Zachary represents exactly the Au Noir man: confident, driven, and proud of his roots. This partnership reflects our commitment to collaborating with local talent who push boundaries, both in their field and in their style,” adds Maxime Bélanger, Vice President at Au Noir.
Zachary Bolduc’s participation in this campaign was made possible through the collaboration of MVP Sports Marketing agency.
About Au Noir
Founded in Quebec, Au Noir is a menswear brand known for its bold design, 360° stretch comfort, and attention to detail. Offering collections that combine elegance, performance, and personality, Au Noir is designed for confident men who dare to stand out—both at work and in everyday life.
Production Credits
Production, Concept & Direction: Mathis Bouchard-Rouleau
Director of Photography: Nate Vallieres
Grip/Electro: Youri Pelletier (El Camion)
Sound Mix: Mathieu Grégoire
Motion Design: Nelly Nguyen
Photography: Jay Arsenault
Talent Booking (Zachary Bolduc): Simon Arsenault, MVP Sports Marketing
