Like many players on the team, Montreal Canadiens backup goalie Jakub Dobes has picked up a sponsorship deal. But his latest Instagram post is getting attention for reasons he probably didn’t expect.
Earlier this week, Dobes shared a series of photos promoting a mattress company, and the shots are… something. Posed on a bed in a condo-looking room with what’s clearly an iPhone camera, the photos feel more like something a buddy dared him to do than a serious brand partnership.
“Thanks @jumpbed for taking care of my sleep for this coming season,” he wrote in the caption of the ad. “If you’re looking for a new mattress, definitely check them out at Matelas Bonheur.”
Since then, his comment section has turned into a group chat, with Canadiens teammates and other pro hockey players piling on with jokes. Some chirped his poses, others questioned the lighting, and a few just dropped emojis to make their point.
“Jesus Christ man,” Montreal winger Patrik Laine wrote.
Defencemen Arber Xhekaj and Jayden Struble, meanwhile, dropped a series of laughing face emojis.
Ex-Habs d-man Logan Mailloux chimed in with some skull emojis of his own.
“Dude relax my wife is on this app…” wrote former Laval Rocket netminder Kasimir Kaskisuo.
Aside from his comments section, Habs fans have already on X have already turned the Czechia native’s pics into meme material for next season.
One user even went as far as editing the photo to resemble something more romantic.
Dobes, 24, is not the only Habs player to have collaborated with Matelas Bonheur, though. Centre Jake Evans also has a deal with the brand. And last September, Montreal forward Alex Newhook shared a sponsored post of his own to Instagram, posing with one of the company’s products.
His photoshoot, however, was a little less… seductive. And he made sure to turn the comments feature off.
Now we know why.
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