The Cap Space Play: Can a Security Mogul Reshape Sports Collectibles?

TORONTO, ON – December 02, 2025 – In a market saturated with high-priced memorabilia and speculative digital tokens, a Canadian entrepreneur is betting that the most valuable real estate in sports fandom is a one-by-two-inch patch on the back of a baseball cap. Zippy Brands Inc., the new venture from AlarmForce founder Joel Matlin, has announced a multi-year licensing deal with the NHL Alumni Association (NHLAA) to launch ZippyBack, a novel category of "wearable collectibles." The partnership aims to transform the humble cap's adjustment strap into a display for hockey legends, starting with a "6 Greatest Players Of All Times" series in early 2026.

This move isn't just about launching another piece of fan merchandise. It's a calculated play that intersects entrepreneurial track records, evolving consumer behavior, and the lucrative, nostalgia-driven sports collectibles industry. For business leaders and marketers, the ZippyBack launch offers a compelling case study in market disruption, brand building, and the quest for new forms of fan engagement.

The Matlin Playbook: From Alarms to Alumni

To understand the strategy behind ZippyBack, one must first understand the man behind the brand: Joel Matlin. Matlin is not a typical startup founder. He is a seasoned entrepreneur best known for building AlarmForce from the ground up into a home security giant, a journey that culminated in its $166 million acquisition by BCE Inc. in 2017. His success with AlarmForce was built on a foundation of aggressive marketing, creating a strong consumer-facing brand, and scaling a service in a competitive market.

Now, Matlin is applying that playbook to a completely different field: consumer products and collectibles. Zippy Brands Inc., with its patent-pending ZippyBack and ZippyBelts platforms, represents a pivot from services to tangible goods. Yet, the core principles remain. He is once again identifying an underutilized asset—in this case, the back of a baseball cap—and building a brand around it. The strategy appears to be a direct challenge to the conventional wisdom of the collectibles market. Instead of focusing on scarcity and high price points, Matlin is betting on accessibility and volume.

"This partnership is a perfect fit," stated Joel Matlin, Founder of Zippy Brands Inc., in the official announcement. "The NHLAA represents the greatest names in hockey history, and ZippyBack gives fans a new wearable and collectible way to celebrate the players they grew up watching." His statement underscores a focus on emotional connection and nostalgia, key drivers in the collectibles space. The challenge for Matlin will be to translate his past success in a needs-based industry (security) to a wants-based one (fandom), proving his brand-building acumen is transferable.

Redefining Value in a Booming Market

ZippyBack enters a sports collectibles market that is anything but niche. Valued at over $260 billion globally and projected to grow at a staggering rate, the industry is experiencing a massive resurgence. This boom, however, is characterized by two extremes: the soaring prices of authenticated, high-end memorabilia and the volatile, often confusing world of digital collectibles like NFTs. ZippyBack strategically positions itself in the vast, underserved middle ground.

With a retail price point under $20, the product is designed for mass appeal. It’s an impulse buy, an affordable gift, and an accessible entry point for younger fans or casual collectors who are priced out of a graded rookie card or a game-worn jersey. This pricing strategy democratizes the act of collecting, shifting the focus from financial investment to personal expression. Research shows that nostalgia and personal identity are primary motivators for collectors, and ZippyBack taps directly into this sentiment. It allows a fan to physically wear their allegiance, updating it as easily as they change their mind.

The initial launch of the "GOAT Series," featuring individually serialized inserts and Certificates of Authenticity, is a shrewd move. It borrows legitimacy from the world of high-end collectibles, creating a "collect them all" incentive while maintaining an accessible price. This hybrid approach—mass-market affordability with collector-focused details—could carve out a unique and defensible niche. It competes less with a signed Wayne Gretzky jersey and more with the t-shirt, the keychain, or the pin, but with an added layer of personalization and collectibility that those items lack.

A New Chapter for 'Honoring the Past'

For the NHL Alumni Association, this partnership is more than just a new licensing deal; it's a strategic move to keep the legacies of its members vibrant and relevant in a fast-changing media landscape. The NHLAA's mission is to "Honor the Past," and in a digital age, that requires finding innovative ways to connect retired players with new generations of fans. Traditional autograph sessions and alumni games have their place, but they lack the daily visibility and personal expression that a wearable product offers.

Glenn Healy, Executive Director of the NHLAA, called ZippyBack a "fresh and innovative platform that celebrates our historic players in a new way." This endorsement signals the organization's recognition that fan engagement is no longer a passive activity. Modern fans want to co-create their identity and display their loyalties. ZippyBack provides a simple, tangible tool for them to do so. By featuring retired legends, the NHLAA ensures that the names and numbers of hockey's icons remain part of the daily conversation, seen on the streets and in the arenas.

This partnership also opens up a new, potentially significant revenue stream for the association, which supports its members through player assistance and charitable initiatives. By leveraging the immense nostalgic power of its alumni roster, the NHLAA is monetizing its core asset—history—in a way that feels authentic and fan-friendly rather than purely commercial. The success of the program will provide a blueprint for other alumni associations on how to activate their own historical intellectual property in the modern marketplace.

The Cap Space Gambit: A Calculated Risk on Wearable Identity

Despite the compelling strategy, the success of ZippyBack is not guaranteed. The venture is a gamble on the idea that fans will embrace a new way to customize a classic piece of apparel. The product's "patent-pending" status suggests a degree of novelty, but the wearable accessories market is crowded, and consumer habits can be difficult to change. The key will be execution and market adoption.

Securing shelf space with major retailers like Lids, Fanatics, and the official NHL Shop will be critical for achieving the scale Matlin envisions. Without widespread distribution, ZippyBack risks becoming a novelty item sold only online, failing to capture the impulse-buy potential it is designed for. Furthermore, the cultural traction of the product is paramount. Will wearing a player's name on the back of a cap become a recognized sign of true fandom, or will it be seen as a gimmick?

The launch of the "GOAT Series" will be the first major test. The selection of the six players, the quality of the product, and the marketing campaign surrounding the launch will set the tone for the entire platform. If Zippy Brands can successfully create a sense of community and collectibility around these initial offerings, it could spark a trend that extends far beyond hockey. If not, it risks becoming a footnote in the vast history of sports merchandise. Joel Matlin has proven he can build a billion-dollar brand by protecting homes; his new gambit is to see if he can build another by capturing the hearts of fans, one cap at a time.