The outerwear icon announced Tuesday it entered into a multiyear agreement to be a “Proud Outerwear Partner” of NBA All-Star, which spotlights the league’s top talent. The partnership will see Canada Goose develop exclusive design collaborations—for fans and players alike—timed to the basketball league’s annual All-Star celebration.
For the 2021 NBA All-Star Game, scheduled to be held in Atlanta on Sunday, the purveyor of luxury parkas has teamed up with Los Angeles-based streetwear brand Rhude. The four-piece capsule, arriving Friday, draws on the quilting, patches, bold branding and vintage washed colors and prints of Canada Goose’s past, all with distinct design cues from Rhude.
“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,” Dani Reiss, president and CEO of Canada Goose, said in a statement. “While this year looks different, we are proud to celebrate the players who have always supported us.”
Canada Goose described the Freestyle Vest as the collection’s “pinnacle piece” and “a layering necessity fit for shoulder seasons, transitional temperatures and premier protection.” The item will be available to all 2021 NBA All-Star participants.
The collection includes two classic Canada Goose coats: the durable Chilliwack Bomber and the hip-length Macmillan Parka. The Portage Jacket, a relaxed-fit trench coat, offers versatility in the form of adjustable snap closures allowing the wearer to alter its length. The Canada Goose disc, NBA logo and Rhude patch finish off each style.
The inaugural Canada Goose & NBA Collection will be supported by the Play in the Open challenge. A riff on the outerwear company’s “Live in the Open” slogan, the campaign will launch on TikTok Thursday with a selection of brand leaders and NBA stars performing their best basketball tricks. The so-called “Tip Off Crew,” which includes Rhude founder Rhuigi Villaseñor and Golden State Warriors center and rookie standout James Wiseman, will encourage followers to join in with their best spin, dunk or dribble and then challenge three others to do the same.
“The NBA merges cultures, socioeconomics and brings people around the world together in the name of sport,” Villaseñor said in a statement. “Canada Goose is an innovative lifestyle brand, redefining the category. It was a no-brainer to partner with these two iconic brands. This collaboration [honors] the heritage of both the NBA and Canada Goose, and is a tribute to the athletes that already covet the brand.”
The news comes after Canada Goose in January launched a 13-piece collection created in partnership with Shenzhen-born designer Angel Chen. Its first-ever fashion capsule, the lineup was first showcased in October during Shanghai Fashion Week. The spring collection encompasses Canada Goose’s lightweight down, windwear, rainwear, knitwear and accessories categories.