Brian Floyd has a hockey mentality. That is to say, pain is merely an annoyance. At least, we assume that's the case, after he deliberately covered only choice areas of his back in sunscreen so as to leave a strategic burn. In this case, he's wearing the "jersey" of Maple Leafs' goalie James Reimer.
He was previously spotted representing Dion Phaneuf, a Leafs defenseman.
Hat tip to Yahoo! Sports for the find.