Canada Goose
x Salehe Bembury

Canada Goose’s multi-year partnership with the NBA wasn’t built on sponsorship optics — it was built on culture. We partnered with the brand to bring its performance heritage into the heart of basketball, using story, design, and collaboration to connect exploration, identity, and community on a global stage. Anchored in Play in the Open, the work reframed the NBA relationship as a creative platform — one where outerwear meets self-expression, and sport becomes a shared cultural language.

We activated that platform through consecutive NBA All-Star moments. In 2022, with Salehe Bembury, we reimagined Canada Goose icons through a bold, expressive lens, supported by cinematic stop-motion films and immersive IRL experiences that placed product in unexpected outdoor settings. In 2023, with UNION LA, we extended the story through layered design and West Coast attitude, grounding performance gear in lived culture. Together, the work moved Canada Goose beyond product — turning partnership into narrative, and narrative into impact.