Reimer Leafs' new fashionista

James Reimer guards the net during Leafs practice at the Mastercard Centre in Toronto March 30th,...

James Reimer guards the net during Leafs practice at the Mastercard Centre in Toronto March 30th, 2011. (DAVE ABEL/QMI Agency)

LANCE HORNBY, QMI Agency

, Last Updated: 5:31 PM ET

Eddie Shack hawked soda pop and Christmas trees, Pat Quinn shilled for nasal strips and Dion Phaneuf has a collection of Red Bull hats that come out for TV interviews.

Now here comes James Reimer with a fashion statement. The newly signed goalie will be launching a line of undergarment wear with Firstar, a B.C. company that scored with Ryan Kesler boxing shorts this past season.

"It's not exactly Calvin Klein suits, it's underwear for athletes," Reimer said with a laugh. "But it's a good product and I'm glad to stick my name on."

Endorsement offers started coming Reimer's way last season, but it wasn't until he had the stability of a three-year, $5.4 million deal that he felt comfortable taking such steps.

He is also looking at using his celebrity to further some charitable aims.

Reimer is already involved with other NHLers in Hockey Ministries International, offering camps, chapels and clinics to address the spiritual and developmental needs of young players. He and agent Ray Petkau will be discussing the goalie's own charity initiative this summer.

"I love helping out where I can and I believe when you're blessed, you have the responsibility to pass it on," Reimer said. "That was a huge value my parents instilled in me."


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