Winnipeg Jets ‘We Believe’ sign takes off

CTV’s Daniel Halmarson reports on the growing fan support for the Winnipeg Jets during the Stanley Cup playoffs.

A poster seen behind the Winnipeg Jets’ bench during the team’s nail-biting Game Seven win over the St. Louis Blues Sunday night has taken on a life of its own.

The “We Believe” sign is now synonymous with one of the biggest moments in Winnipeg sports history. It was prominently featured on the TV broadcast as Jets players and coaches celebrated Cole Perfetti’s tying goal with 1.6 seconds left in regulation, and again following captain Adam Lowry’s series-clinching marker.

“We truly, truly believe that the team could bring a win in Game Seven,” Chrissy Troy, co-host of The Ace Burpee Show, told CTV News Winnipeg.

The Ace Burpee Show and CTV News Winnipeg are both owned by the same parent company, Bell Media.

The sign was the brainchild of Troy and her 103.1 Virgin Radio colleague Amber Saleem.

“When we realized that the tickets were right behind the Jets’ bench, we were like ‘let’s bring a sign to the game.’”

The duo said they received endless text messages throughout the game from family and friends about their inspiring message, but they didn’t anticipate their dollar store sign would galvanize a city.

“I think one of the most special things about this is how it’s brought people together,” Saleem told CTV News. “People are telling us that it feels bigger than hockey to them.”

True North Sports and Entertainment, the parent company of the Winnipeg Jets, jumped onboard and printed t-shirts to support YMCA-YWCA Winnipeg programming.

“Right now, we’re just in the thick of Strong Kids month, so that gives free fully-sponsored memberships to youth and families in need, as well as camp experiences,” Mitch Kruse, YMCA-YWCA Winnipeg’s communications and development specialist, said.

And over the past few days, some local businesses quickly got in on the giving spirit too.

Local company Coal & Canary created a one-of-a-kind candle emblazoned with ‘We Believe’ across the glass jar.

“It smells like mini-donuts,” founder Amanda Buhse said. “We really wanted it to make you feel like you’re at the game.”

A portion of the proceeds from each candle sold will go to the Canadian Muslim Women Institute and Klinic Community Health.

“Anytime there’s an opportunity to really together as a city,” Buhse explained, “if there’s a way that we can kind of work with that and find a way, we are onboard.”

The sign also inspired Jenna Rae Cakes to whip up batches of ‘We Believe’ macarons to help out The Dream Factory. Co-owner Jenna Hutchinson said the message resonated with them as sports fans and community members.

“It really encompasses Winnipeg in a nutshell. Like that’s just how we are as a community. We help each other, we push each other when needed and it’s just come together so well,” Hutchinson said.

The Ace Burpee Show is also distributing free ‘We Believe’ lawn signs at Royal Sports on Pembina Highway.

Chrissy Troy and Amber Saleem hope the ‘We Believe’ campaign and the Winnipeg Jets playoff run stay alive and inspire others.

“This wasn’t a plan,” Troy said. “We didn’t anticipate it and it became bigger than us.”