Moritz Seider Becomes a Strategic Ambassador Partner
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A shared vision. A shared passion. A shared future.
Swiss performance hockey brand AYCANE has entered into a strategic partnership with NHL defenseman Moritz Seider. The German international will take on the role of Strategic Ambassador Partner, extending beyond traditional brand representation to active involvement in product development and innovation initiatives.
Beyond his on-ice performance, Seider is known for his leadership qualities and authenticity, traits that align closely with AYCANE’s athlete-first approach. The partnership is designed as a long-term collaboration with a strong focus on athlete-driven product testing and development. Seider will contribute his experience from elite international hockey directly to the further development of AYCANE products, with a focus on performance, protection, and athlete-driven innovation.
Seider has been connected to AYCANE for several years. From the outset, he was drawn to the brand’s functional approach, strong innovation mindset, and close collaboration with athletes. These shared values now form the foundation of the expanded partnership.
“Moritz embodies the principles AYCANE stands for: uncompromising performance, authenticity, and a genuine commitment to improving products alongside athletes,” says Nico Serena, CEO of AYCANE. “His active involvement in strategic and product-related topics is a strong signal of mutual trust.”
Seider also emphasizes the collaborative nature of the partnership: “From the beginning, AYCANE has been more than just an apparel brand to me. I value the open exchange, the focus on innovation, and the opportunity to help shape products in a meaningful way.”
As part of the partnership, Seider will support AYCANE in the development of existing and future products, as well as in selected brand and innovation projects.