Montreal Canadiens Defenseman Lane Hutson Becomes Genesis Canada’s Latest Brand Partner

• Lane Hutson is a rising star in the NHL, having won the 2024-2025 Calder Trophy.

• This partnership will see Hutson participate in content creation about the Genesis GV70.

• The hockey player will also drive a GV70 as his personal vehicle.

While Hyundai and Genesis have been the official automotive partner of the NHL in Canada since 2022, the Korean luxury brand had never collaborated with an active player, until now.

Indeed, Genesis has now welcomed rising NHL star and Montreal Canadiens defenseman Lane Hutson as its newest brand partner.

This partnership will revolve around content creation and story telling, with a clear focus on the GV70, the brand’s best-selling model in the country.

In addition to participating in advertisements and other marketing efforts, Hutson will drive a GV70 as his personal vehicle.

Genesis says this player was approached to become a brand partner due to his precision and his detail-oriented approach, which are two traits that also characterise Genesis models.

In the press release, Hutson is quoted as saying: “I spend a lot of time thinking about how I train, how I recover and what gives me an edge. Genesis approaches things with that same level of meticulous care and attention, which made this partnership feel like a natural fit.”

Lane Hutson, 22, is one of the most touted young defensemen in the League, and his talent was recognized when he won the 2024-2025 Calder Trophy, which is awarded to the NHL’s rookie of the year.

In a sense, Genesis can also be considered a rising star in the premium automotive segment, as it quickly gained popularity over the ten years since its launch as an independent brand of the Hyundai Group, and is now poised to launch 22 new or revised models in North America through 2030.

More details about the partnership along with the first pieces of content featuring Lane Hutson are expected to appear shortly.

As a reminder, Genesis also sponsors TGL, a golf league formed by professional golfers Tiger Woods and Rory Mcllroy.