Darnell Nurse's embarrassing new brand partnership goes viral on social media

Darnell Nurse recently has become the latest, most unlikely friend of those mischievous Minions in this fun, one-of-a-kind collaboration. Nurse has been involved with the Minions since the film "Minions: The Rise of Gru."

In a recent social media post, Darnell Nurse can be seen sitting with his family watching the Minions, in what many fans have now called embarrassing.

Content development for everything from his social-media campaigns, special merchandise, and joint appearances for promotional events in front of hockey fans and Minion enthusiast communities alike was a joint effort between Darnell Nurse and the Minions. The partnership reflects Nurse's fun-loving character, going hand in glove with the playful, naughty appeal of the Minions themselves.

A partnership like this represents the ever-growing trend of athletic and entertainment brands partnering up in an effort to reach a bigger audience and tie in sports and popular culture in a way that really works with the younger fans.

Here's hoping this won't be too much of a distraction for Darnell Nurse, and that he'll be ready to start the season nice and refreshed.

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