Continuing the brand’s umbrella ‘Play In The Open’ brand platform (which reflects the brand’s ethos about expressing oneself freely and without judgement), NBA partner Canada Goose is activating around the 2021 All-Star Weekend through a series of TikTok challenges running under the title ‘Play In The Open Challenges’.
Promoted through a campaign launched at the start of March which marked the inaugural year of the sponsorship, the ‘Play In The Open TikTok Challenge encourages fans to show off their own best spin, dunk or dribble and challenge three other people to do the same.
The initiative launched with a challenge video posted on 4 March with the brand’s Tip-Off Crew – which includes Rhude founder Rhuigi Villaseñor and Golden State Warriors centre James Wiseman – performing their own best basketball trick.
@atothebed my take on the ##PlayInTheOpenWithCanadaGoose challenge! @nba @rhudedesigns show me yours! @sniper_phil @jmb_d @akilaugustine ##AD
@johnnyorlando never too cold to ball in canada. who can beat my trick shot? duet this with ##PlayInTheOpenWithCanadaGoose ! @nba @rhudedesigns
The campaign leverages Canada Goose’s multiyear partnership with the NBA which made the clothing brand the ‘Proud Outerwear Partner of NBA All-Star Weekend and its associated annual exclusive design collaboration for players and fans.
“Canada Goose has been a coveted brand across the influential arenas of film, entertainment and sport for decades. This multiyear partnership is a significant milestone for Canada Goose and the NBA; and our inaugural design partner, RHUDE, known for a culturally impactful approach to design, is the perfect tipoff partner,” said Dani Reiss, President & CEO, Canada Goose. “While this year looks different, we are proud to celebrate the players who have always supported us.”
“We are excited that Canada Goose will be recognizing the players and their accomplishments with their All-Star collections in the years ahead,” said Salvatore LaRocca, NBA President, Global Partnerships. “Canada Goose will bring its legacy of style and innovation to the league’s global celebration of the game.”
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The origins of the tie-up developed during 2016 when the Canadian outerwear manufacturer and the league first collaborated for the NBA All-Star Weekend in Toronto – where Canada Goose is based. This saw the company create limited edition co-branded parkas for all the players participating.
Under terms of the new, multiyear supplier partnership, Canada Goose will develop an exclusive design collaboration each year for fans and players and this year sees the brand work with Los Angeles based design partner brand RHUDE: known for balancing luxury techniques with streetwear elements.
The 2021 ‘Canada Goose & NBA Collection with RHUDE’ is a four-piece unisex outerwear capsule was designed for the elements and built for year-round use.
The 2021 NBA All-Star Game will take place on 7 March at State Farm Arena in Atlanta – the home court of the Atlanta Hawks – and this year’s collection went on sale on 5 March at select Canada Goose retail stores and via the company’s website in the US and Canada.
The pinnacle piece of the 2021 collection is the Freestyle Vest: which will be made available to all participants.
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