Back in the 1970's, hockey players weren't quite paid the handsome sums of cash that they are now. Even the great ones, such as Phil Esposito or Bobby Hull, had to get summer jobs to make ends meet.
That is pretty much the only explanation I can think of as to why four members of the 1979 New York Rangers were ever convinced to do the above commercial for Sasson Jeans.
I showed this to my girlfriend, and she was just aghast at how these four guys managed to make Ice Hockey look effeminate.
"Oooh, la la, Sasson!"
Now, you'd figure the guys would have been embarrassed to death, but the first commercial was, apparently, so good that they even decided to make a sequel.