Sidney Crosby was only five years old when he posed for the photograph that would become Tim Hortons’ most powerful marketing tool. He was three-foot-11 and 54 pounds, and he wore big blue-and-red gloves, holding them close together as he gripped a wooden stick. The company’s name was written across the chest of his yellow hockey sweater. The photo was printed on a novelty card Crosby received for participating in the Timbits minor-hockey program. He gave it to his uncle, Rob Forbes, as a gift.


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