It was a scene straight out of a wild Alaskan adventure—a professional hockey player, a team mascot in a bright blue troll suit, and a grizzly bear all converging on the banks of a remote river. But this wasn’t just any fishing trip. On June 25, 2025, Seattle Kraken forward John Hayden and the team’s beloved mascot, Buoy, found themselves at the center of a viral sensation and an unexpected controversy after a close encounter with a bear during a fly-fishing video shoot at Katmai National Park.
The duo, in Alaska as part of the Kraken’s annual partnership trip with Bristol Bay Native Corporation, were promoting youth hockey and sharing the joys of the great outdoors. Spirits were high as Hayden and Buoy cast their lines into the sparkling waters near Brooks Falls, a spot renowned for its thriving salmon runs and, as it turns out, its bear population. The crew was filming what was meant to be a lighthearted segment—until nature decided to crash the party.
As the cameras rolled, a massive grizzly bear ambled onto the scene, catching everyone off guard. "While we were fishing, we had a pretty close call with a couple of bears," Hayden later recounted. "I want to blame it on Buoy here. They were pretty interested in his whole look. We got out of it OK but it was a close call." The bear made a couple of feinted charges, sending Hayden, Buoy, and the film crew scattering to safety. Miraculously, no one was hurt, and the bear soon lost interest, turning back toward the trees.
The entire episode was caught on video and quickly posted to social media, where it exploded in popularity. Fans marveled at the narrow escape and poked fun at Buoy’s troll costume, with one viral post cheekily assuring, "no trolls or bears were hurt in the making, always respect wildlife in their natural habitat." The clip’s lighthearted tone and the fact that everyone walked away unscathed made it an instant hit. But not everyone was laughing.
Enter People for the Ethical Treatment of Animals (PETA). The animal rights organization saw the incident as an opportunity to address a different kind of animal welfare issue—fishing. PETA’s founder, Ingrid Newkirk, penned a strongly worded letter to Kraken CEO Tod Leiweke, seizing on the viral moment to criticize the team for promoting what she described as a cruel pastime.
"Buoy has wisely advised fans on Instagram to 'always respect wildlife in their natural habitat,' but fishing sends the opposite message—one that says it’s OK to injure or kill animals," Newkirk wrote. She went on to cite a recent study, stating, "Fish gasp and endure intense pain for over 20 minutes after being taken out of water—and even when released, they’ve been mutilated. Fish released after being hooked often die slowly from their injuries and the trauma of being handled. Imagine having a hook through your mouth, then having it yanked out, and being released. Hardly harmless."
Newkirk’s message was more than just a critique of the Kraken’s fishing-themed outing; it was a call to action. In her letter, she suggested the team could channel their outdoor enthusiasm into a more compassionate direction. "We’re not trolling," she added, "but perhaps the Kraken could fish for trash instead to help clean up polluted water." The clever wordplay wasn’t lost on anyone, given the team’s marine-inspired branding and the mascot’s troll persona.
But the letter didn’t stop at fishing. Drawing a parallel between the bear’s decision to spare Buoy and the choices humans make about animals, Newkirk urged, "Just as a grizzly bear decided to keep Buoy off his plate that day in Alaska, we hope your team will keep fish and other animals off theirs. Thank you for your consideration." The statement, both pointed and polite, underscored PETA’s broader campaign to encourage sports teams and their fans to adopt more animal-friendly practices.
The Kraken, for their part, have remained silent on the issue. As of August 8, 2025, the organization has not issued a public response to PETA’s letter. That hasn’t stopped the conversation from swirling among fans and animal rights advocates alike. Some supporters have taken to social media to defend the team’s fishing trip as a harmless tradition, especially since the event doubled as a youth outreach effort and no wildlife was harmed. Others have echoed PETA’s concerns, calling for a reexamination of how sports teams use animals and nature in their promotional activities.
The debate touches on broader questions about the intersection of sports, entertainment, and ethics. Is it possible to promote outdoor recreation and respect for wildlife without inadvertently sending mixed messages? Can professional teams leverage their influence to encourage environmental stewardship while still engaging in beloved pastimes like fishing? These are the kinds of questions that have come to the fore in the wake of the Kraken’s Alaskan adventure.
It’s not the first time a professional sports team has found itself at the center of an animal rights controversy. Over the years, PETA has targeted everything from live animal mascots at college football games to the use of leather in sporting goods. What makes this incident unique is the blend of humor, danger, and viral fame that brought it to national attention. The sight of a grizzly bear charging a costumed troll and a hockey player is the stuff of internet legend, but it’s also a reminder of the unpredictable reality of sharing wild spaces with wildlife.
For the Kraken, the episode has become a talking point in more ways than one. While the team’s original goal was to highlight their community partnerships and the beauty of Alaska’s wilderness, the aftermath has sparked a wider conversation about responsibility—both to fans and to the creatures that call those places home. Whether the team will take PETA’s advice and swap fishing rods for trash bags on their next outing remains to be seen.
In the meantime, the viral video continues to circulate, drawing laughs, gasps, and a fair bit of reflection. It’s a story that’s equal parts comedy, cautionary tale, and call for compassion—a uniquely modern sports saga where the line between mascot and message is as slippery as an Alaskan salmon. With fans, animal advocates, and hockey lovers all weighing in, it’s clear this wild encounter is far from forgotten.
As the dust settles, one thing’s for sure: the Seattle Kraken’s Alaskan adventure has left a mark, not just on the internet, but on the ongoing conversation about how sports and wildlife can coexist. Whether future team trips will look different remains to be seen, but for now, both trolls and bears are safe—and the debate about fishing, ethics, and fun in the wild rages on.
