How viral Wheel of Fortune mistake gave exposure to one Scarborough business

A clip of a Wheel of Fortune contestant missing a single letter has gone viral and, in turn, has brought more eyes to a local Scarborough business.

Bishop Brigante, the founder of clothing retailer The Ends, is a self-anointed Wheel of Fortune fanatic. He tells CityNews that he jumped at the opportunity to have his company featured as a prize on the big wheel.

“We put it on, and we went nuts. As soon as we saw the wheel, we saw the tag, The Ends, and I was like, ‘this is crazy,” Brigante explained. “We watch Wheel of Fortune every day. One day, I said, we have to get The Ends on the wheel. It has to be a prize.”

It all came down to one letter when the contestant on Monday’s show landed on the money figure. “FRE*H TROPICAL FRUIT” was the remaining clue to be solved. Unfortunately, the teenager chose the letter “G” instead of “S” and was incorrect, costing her the prize and a trip to Antigua — a clip that has since made the rounds on social media.

Brigante said when he learned that brands could make it on the show as a reward, he did everything he could to get it featured on the big wheel.

“This is from the inception of something that means so much to me, and now, it’s on [one of] the biggest marketing platforms you could have as an independent company.”

Scarborough native wants to send WOF contestant a prize pack

Since the Wheel of Fortune slip-up, Brigante says The Ends has received much more exposure on social media, with many people reaching out to him personally. Still, the local entrepreneur admits he doesn’t want a rise in popularity to come at the expense of humiliating the young contestant.

“Everybody at home watching doesn’t understand the bright lights, the pressure, and the nerves that hit,” Brigante explained.

“Also, we’re all forgetting that this is a teenager. She didn’t get the letter, the moment is going viral, and everyone is having a laugh at the young lady’s expense. I want to send her a prize pack. Win or lose; we still support you. This moment is going viral, but we must remember to be sensitive to the kids out there.”

The Ends, which Brigante launched in 2019, honours culture and community. Though still strictly online, Brigante plans to get his merchandise featured inside some Toronto stores whose owners are interested. For now, the Scarborough native is excited to see it on the world stage.

“I represent my country as best I can and my city and my community of Scarborough,” Brigante said.

“It means everything to me. To anyone else watching across the world, I have sent packages to Sri Lanka, Australia, and all over the U.S. because, you know what, we all come from somewhere, and we have to represent where we’re from.”

The Ends was showcased on Wheel of Fortune during Thursday’s episode and will once again in April during the show’s college week special.