Hockey prompt

I feel like NHL has way less merchandise to advertise opposed to NBA. In basketball sneaker culture is very high and go to the extent that NBA star players have contracts with the major sneaker supplies as well as their own pair if not a line of sneakers. So what should the NHL do to in this situation? They are probably powerless because the hype behind some Erik Karlsson's line of hockey equipment/apparel for example does not go as far as in the NBA for their basketball apparel.

Most of the issue lies in the professionalism that NHL has over NBA. I'm not saying that the NBA is an unprofessional league, dont get me wrong but the behaviour of the players in both leagues cannot be compared to eachother - maybe in press conferences, but other than that there is no comparable aspect. If someone slams a massive dunk over another basketball player, everybody loses their mind and its seen on the bench as well as in the stands - but if someone lands a massive hit on the ice against other hockey player, only the crowd loses their mind in entertainment.