Forget luxury handbags; the new trend seems to be a $1.99 tote from Canadian Tire.
Hudson Williams, the breakout star from the Canadian hit series Heated Rivalry, created a buzz on social media after he was seen carrying the affordable bag while walking in Toronto alongside his co-star, Connor Storrie.
The reusable tote, adorned with a red and black plaid pattern, black straps, and a prominent Canadian Tire logo, is a common last-minute find at checkout counters throughout Canada. However, once fans noticed it on Williams’s arm, it transformed from a mundane item into a viral fashion sensation.
If you check out TikTok, you’ll see creators inviting audiences on their quest for “some Heated Rivalry merchandise,” with many poking fun at how the Canadian Tire tote has become the show’s unofficial merch.
Users across the internet are also sharing their thoughts.
“After seeing what Hudson Williams did for Canadian Tire, he definitely could’ve saved Hudson’s Bay 💔,” wrote one user on X. Meanwhile, another user on Threads commended the store for “(likely) selling out of a reusable bag for the first time ever 🤣😂.”
The enthusiasm extends beyond Canadian borders, with international fans eager to obtain one of the bags. A user on Threads remarked, “I finally understand why all the Americans were asking what Canadian Tire was!!”
Some individuals are even willing to send the bags to excited fans across the border.
‘Some famous guy had a bag or something’
The tote seems to be out of stock at most Canadian Tire locations in the Greater Toronto Area.
“This wasn’t really popular before,” stated a Canadian Tire employee at the Yonge and Dundas store when speaking to CBC News. “I was really surprised when I heard, ‘Oh, that one got trendy right now.'”
“There was actually a guy who came in first and said some famous guy had a bag or something, and how it’s going to sell out quickly. So he bought five bags,” another employee recounted.
Canadian Tire tote bags are causing a frenzy online, all because actor Hudson Williams was seen with one on his arm.
The official review section for the tote has quickly become inundated with comments from fans eager to find one for themselves.
“Good enough for Hudson Williams, good enough for me,” one review states.
“Better than Balenci-YAGA,” quips another, referencing Williams’s newly announced Crave original series Yaga, which is set to premiere at the 2027 Toronto International Film Festival.
The Heated Rivalry flame is still burning bright. The show’s co-star Hudson Williams and showrunner Jacob Tierney stopped by on the Canadian Screen Awards red carpet to reflect on the show’s impact and community reception. The beloved hockey drama ended the night with 16 awards, including best drama series and best lead performer for Williams.
Earlier this year, the Canadian brand Province of Canada launched a replica of the viral zip-up fleece that Shane Hollander (the character portrayed by Williams) wore during the Sochi Olympics scenes in the series.
Available for $356, it was sold out in just 10 minutes and is set to be shipped to buyers this October.
The surge in interest coincides with the anticipation for the upcoming second season of the show, which is rreportedly filming in various Canadian cities this summer and fall.
The retailer seems to be capitalizing on this PR moment, sharing fan photos on its official Instagram. “We’ve definitely seen a surge in demand for our plaid reusable tote since Saturday,” Eva Salem, Canadian Tire’s SVP of marketing and brand, stated in an email to CBC News.
In a follow-up email, the store mentioned that the last two days “represented 30 times the number of bags we usually sell.”
Regarding the brand of paper towels peeking out from the star’s bag, which was mostly out of sight: better luck next time?