In a world obsessed with the ‘work, grind, repeat’ mentality, the Canada Goose & NBA Collection with UNION is using their latest campaign to push a new message. Called ‘Play in the Open’, the collaborative campaign in partnership with the NBA and UNION is adapted from Canada Goose’s own ‘live in the open’ ethos, encouraging wearers to “express oneself freely and without judgement”. Certainly something we can get behind.
For the third year of the Canada Goose & NBA Collection ‘Play in the Open’ campaign, the duo are this time teaming up with streetwear brand, UNION, in their latest instalment. For those not in the know, UNION is an LA-based brand with a cult-following and a solid rep in the streetwear community, considered a key player in launching the “streetwear” phenomena in the US. Their acknowledgement and inclusion of local and wider cultures alongside contemporary fashion and style is what sets UNION apart from other brands, and partners them so well with Canada Goose and the NBA.
The limited capsule collection itself is made up of five distinct pieces, each driven by the aesthetics of streetwear, basketball, and the West-Coast lifestyle. It marries UNION’s classic Americana street style with Canada Goose’s luxury performance and function to create a set of unisex garments that are ready to be mixed and matched to your taste. As Woody Blackford, Chief Product Officer at CG puts it, it’s a collection “perfect for living in the open no matter where you are”.
Three jackets – in the forms of the Toussaint coat, French military style; the Breder liner jacket, quilted; and reversible Bullard Bomber – showcase the versatility and functionality of the collection, each as stylised as they are durable. These can be layered over the Legion Vest, a tartan plaid fleece which is also available in Youth sizes (the first ever from a Canada Goose collaboration), and all come in a West Coast inspired colour scheme, a spectrum of burnt oranges, blues and earth tones reminiscent of a California sunrise.
Chris Gibbs, UNION founder, said of the collection that it “reflects the very definition of UNION”, and, similar to Canada Goose’s own ethos, this is seen in the campaign’s playful inclusivity and cultural awareness. The campaign itself was directed by Gibb’s own partner, Beth Birkett-Gibbs, and features an array of compelling characters, including singer songwriter, Tierra Whack; poet Kai Isaiah Jamal; R&B duo Majid Jordan; and NBA All-Star point guard Fred VanVleet, each representing an aspect of ‘playing in the open’.
This is all in celebration of the 2023 NBA All-Star Game, a highly anticipated sporting event hosted in Utah which brings together the most major players in basketball today, taking place this February 19th. You don’t get to play much more in the open than at an NBA All-Stars match; however, the Canada Goose & NBA Collection with UNION is hoping to invite more than just athletes to interact with their campaign. When it comes to playing in the open with Canada Goose, there’s no criteria – we’re all invited.
See the full campaign and collection on Canada Goose’s website.
More on CULTED
See: DISCOGRAPHY AUTOPSY: SHINING THE SPOTLIGHT ON DOJA CAT