When the Seattle Kraken entered the NHL for the 2021‑22 season, the franchise unveiled a husky mascot called Davy Jones, a nod to both the team’s nautical theme and the legendary sailor of folklore.
The mascot’s debut coincided with the team’s first victory, and the husky quickly became a fan favorite, appearing in arena promotions and community events.
A Mascot's Rise and Fall
However, the novelty of a live mascot soon collided with the realities of arena noise, and Davy found the roar of home crowds overwhelming, leading the organization to place the animal with a family of season‑ticket holders in Tacoma.
Seeking new ways to connect with younger fans, the Kraken turned to TikTok’s BookTok community, enlisting popular creator Kierra Lewis to produce content that blended hockey highlights with literary recommendations.
Social Media Fallout
Lewis’s subsequent videos, which featured former Kraken forward Alexander Wennberg in a comedic sketch, sparked criticism from the player and his wife, Felicia Wennberg, who deemed the material inappropriate and damaging to their privacy.
Facing mounting backlash, the franchise announced the termination of its BookTok partnership, citing a need to refocus on community‑centered initiatives rather than viral trends.