Chapter 27
WARD
W ard sauntered down Fifth Avenue to the address Hannah had provided, and when he spotted the store she was standing in front of, his expression immediately became guarded.
‘ This is your big idea?’ he asked, defensively shoving his hands in his jeans pocket.
‘You said you were on board. Time to prove it.’ She offered him a winning smile and held out her hand. ‘The first step in our great Ward McKenzie upgrade. Hand it over.’
He groaned. ‘How did I know you were going to say that … ?’ He pulled the Nokia out of his pocket. ‘This thing and I go way back, you know.’
Barking a laugh, she took the device from him. ‘I’m honestly surprised it still works. It even looks like a hockey puck.’ She shook her head. ‘At some point, the service will just stop, so let’s pull the plaster off and get this over with. Come on.’
She turned on her heel and opened the glass door of the famed flagship Apple store.
Ward sighed and took a few slow steps forward, a slight smile playing across his lips. ‘I’m assuming I don’t have a choice … ’
‘Not even a little one. Time to stop the dinosaur act – if you still want a career, that is.’
Inside, an Apple Genius had already spotted the flip phone and zeroed in on his mark, knowing a sale and a new monthly subscription were easy pickings.
Ward threw her a rueful glance over his shoulder, though she noticed that, despite himself, his eyes flickered with intrigue as he turned the latest phone model over in his hands, considering its sleek design.
‘Your fans are going to love this,’ she told him. ‘Finally, we can get you a direct line to them so you get to control the narrative.’
Or more to the point, I do.
‘I don’t see why I can’t just use one of my team shots. Isn’t that the point? People know me as a pro player, right?’ Ward complained when, afterwards, he and Hannah grabbed some food in a quiet, non-descript diner a few blocks away.
But today, his remonstrations didn’t sound so much whiny but rather playful, and this more relaxed version of him was the one she recognized from that first day in Frank’s.
The very one that had made her completely tongue-tied.
She’d commandeered his shiny new phone and was currently in the process of setting up social media channels, adding a profile pic and whatnot. Her fingers worked expertly as she focused her attention on the screen. Having snapped a few candid pictures of him in situ at the restaurant, she was now editing accordingly.
‘That’s where you’re wrong. Everyone sees you only as a hockey player. It’s the only way they know you – and I think we can both agree that image isn’t altogether positive. What we want them to see is the human side of you. The guy beneath the hockey uniform.’ Then Hannah winced a little, wishing the words she’d chosen didn’t sound quite so … suggestive.
But luckily he didn’t seem to notice her embarrassment.
‘I hate that social media crap, everyone screaming for attention like a bunch of performing seals. Look at my house, my vacation, my kids, my stupid dog … Who the hell cares?’
‘It’s not the same. You’re a public figure, yet from what I can tell you’ve never even attempted to connect with your fans. Think of all those kids growing up dreaming of being you, idolising you, grown men and women too,’ and as she briefly met his gaze, Hannah realized he was watching her face, as if studying her reaction. ‘For some reason,’ she added archly, ‘regardless, you’re a hero to lots of people.’
Then just as quickly, the mask was back. ‘That shit is for narcissists. I don’t need anyone blowing smoke up my ass.’
So Hannah changed tack. ‘Look, what we’re trying to dismantle is this negative, toxic macho image of you that’s been perpetuated so far. Nobody thinks to question whether it’s true because there’s never been a counterpoint. Which basically means that you’ve never had any say in how people perceive you, Ward. You’ve left it all to other people, the media or whatever, so they’re always the ones in control. Not you. Which surprises me, to be honest, because if there’s one thing I’ve learned about you it’s that you prefer to do things on your own terms.’
He seemed to think about this for a second, and when he nodded gruffly, she figured her words had landed. Selecting a shot she liked and making it his profile picture, she then handed him back the device. ‘So take back control.’
‘OK, but what do I even do with this thing?’ He held the phone like it was a ticking time bomb. ‘All sounds straightforward in theory but what the hell do I say?’
‘Just whatever you’re comfortable with but keep it on brand. I’ve watched some of your post-game interviews, you’re good at that and your passion for the game shines through. So talk about sports, comment on other games, players or whatever. But in a nice way, which goes without saying, I hope.’
He grinned. ‘No trash talk. OK, I can be nice when I need to.’
‘You sure about that?’ Hannah laughed. ‘But if you’re ever uncertain, probably easier to think about what you don’t say. Definitely no wading into commentary on politics or culture wars, no matter how tempted you might be. Think of that stuff like the kids’ table at a party otherwise filled with adults. You don’t want to be whining and squabbling in the corner with a bunch of toddlers, trying to solve an argument with rational thinking. Nope, just stay sitting at the grown-ups’ table, OK?’
She’d also learned that Ward seemed to appreciate analogies far better than non-specific generalities.
‘No whining either – got it. So should I uh, say something now?’
‘No time like the present.’ Hannah looked up and glanced around. ‘I like this place. It would be fun to tag it. John Doe … not for long maybe. Here, let me get you started.’
She grabbed the device and as she went to take it, his fingers briefly brushed her skin and an unmistakable shiver flashed through her. Just the new device still warming up? Or something else?
Reluctant to meet Ward’s gaze for fear that he’d felt it too (or hadn’t), Hannah swallowed, and her hands quickly went back to work, crafting Ward’s first-ever social media ‘post’ with all applicable hashtags.
‘Seriously? I have to let people know about everywhere I go now too? I’m just a hockey player, Hannah. No one’s gonna care about where I’m eating. And just so you know, no way am I taking pictures of my goddamn burger. I mean what’s even the point of that?’
Biting back a grin, she tsked and dropped his phone back on the table, afraid to risk any more tactile contact before picking up hers, intending to loop in some celebrity bloggers and sports reporter connections on the news that famously introverted (or more to the point antiquated) Ward McKenzie was now on socials.
Let the fun begin.
‘You’re wrong in that regard too. I mean, no, of course, you don’t need to take pictures of your food. But a big part of curating and improving your personal brand is by lifting up others,’ she countered. ‘It’s a shame you didn’t grab your handle years ago, though. Kim Kardashian doesn’t need to put a number after hers.’
Ward snorted. ‘The very last person I want to emulate.’
‘What? You have a problem with being a billionaire adored by millions?’ she chuckled. ‘David Beckham then?’ He rolled his eyes and Hannah warmed even more to her theme. ‘OK, maybe Travis Kelce more your style … actually, we could even try to set you up with a pop princess … ’
He shot her one of his famed daggers looks and she burst out laughing. ‘Nope, lunch I can give you, but my personal life is off-limits.’
His voice was light yet she knew he wasn’t kidding. ‘Regardless, once we get you verified, everyone will know it’s you.’
‘Verified,’ he repeated eyerolling. ‘As if some blue tick suddenly makes me a worthy person. Do intelligent grown-ups honestly buy into this crap?’
‘Absolutely!’ Hannah laid the phone back down on the table between them and he stared at the shiny device as if already itching to pick it back up.
‘Holy Hell,’ he muttered. ‘Talk about the kids’ table, I can’t believe I’ve joined a bunch of babies reliant on a tech soother.’ She didn’t reply – her gaze fixed on reply notifications already coming in on her own phone and Ward snickered. ‘Case in point. You know, I’m actually insulted now. So much for my ladykiller charm … ’ Before she could respond, his device duly lit up and dinged with multiple notifications. ‘What the … ?’
Reaching out, she snagged it off the table. ‘Whoops, sorry about that. Let me just … ’ She tapped on the screen and nodded, then passed the phone back to him. ‘All good. Just switched off your screen alerts. That gets old very fast.’
Brow furrowed, he again looked down. ‘What the hell just happened, Hannah? How do I already have … five hundred followers … six … eight … it just keeps growing. You set this thing up like two seconds ago. Who are these idiots?’
Hannah guffawed. He truly was a different breed. ‘They’re not idiots, they’re interested – lucky for you. Analogue news alert, Ward – this is my job.’ She chuckled. ‘ESPN just tagged you. So did the Bleacher Report. And any moment now, TMZ is about to pass comment on your choice of lunch venue … ’
As if to illustrate what she’d just said, the guy who’d seated them at their table on arrival called out from behind the counter.
‘Hey, man, thanks for the shout-out! This is gonna be great for business.’ He was holding up his own phone, now displaying Ward’s very first social media post; a shot of him in the same spot he was sitting in right now.
Hannah’s eyes twinkled. ‘Congratulations, Ward. Now you’re famous. But with great power comes great responsibility,’ she warned. ‘Remember what I told you, and for your sake and mine, I’m begging you, please do not mess this up.’