Canada Goose wants another bounce from its NBA team strategy »


Canada Goose receives help from the NBA to offer a limited collection, as part of a self-expression positioning the brand has used throughout its partnership with the league.

The collection, designed by New York-based Salehe Bembury, features a four-piece unisex capsule consisting of a parka, fleece, vest and bib, designed to be layered and mixed. Each has an exclusive Canada Goose and Salehe Bembury co-branded disc and label with the designer’s signature thumbprint and NBA logo.

The capsule collection is central to the latest phases of the brand’s “Play in the Open” campaign, built around a stop-motion animated spot featuring a Salehe Bembury figurine on a ridge in the Canadian Rockies, a fishing on a frozen mountain lake and a basketball court on a secluded hill.

Penny Brook, Marketing Director of Canada Goose, says strategy this “Play in the Open” celebrates Canada Goose’s philosophy of expressing oneself freely and without judgement.

“[It’s] a call to action for consumers to go out and explore, discover and play,” she adds. Both [Salehe and Canada Goose] brands intersect on the belief that products not only have the power to enable, but to motivate consumers to get outside and connect with nature.

Last year, Canada Goose supported its new partnership with the NBA around the notion of self-expression via television and a TikTok basketball tricks challenge.

This year, the television and digital elements are built around spreading the campaign message, while social media aims to raise awareness of the product and bring users closer to the collection. The campaign also came to life at the NBA Crossover in Cleveland during All-Star Weekend on Sunday, via a life-size recreation of the fishing shack scene from the spot.

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Going forward, “Live in the Open” is being promoted through retail window displays and in-store displays that pay homage to one of stop-motion animation’s scenes. The campaign video is also playing on digital screens in select Canada Goose retail stores, as well as being shared on social media and the Canada Goose website.

Wild OOH displays in Toronto, New York and Los Angeles are further connecting consumers to the campaign. Locations include a QR code to learn more about the collection and to give fans a chance to own one of Bembury’s limited edition “Salehe Bembury Hand Painted Figures”.

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Salehe Bembury (left) with Evan Mobley of the Cleveland Cavaliers

Brook says the collection embodies ’90s NBA style and the freedom of expression that shines through in the designer’s playful take on Canada Goose styles. It’s a collection designed for everyone, she says, but targeted at NBA fans, adding that the partnership with the league has opened the door to new design partners and other interpretations of the brand.

The Canada Goose and Salehe Bembury campaign which was conceptualized by the two brands, led by Foster Huntington with support from Brooklyn-based Doubleday & Cartwright as creative partner. The initiative has supported media buying globally.


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