From the inception of the dress code to the many modern-day Instagram accounts dedicated to “league fits,” fashion has long been at the forefront of the conversation around the NBA and its players. Canadians have often been not the exception but the rule and setting the trends, which include the many viral looks of young Shai Gilgeous-Alexander and R.J. Barrett striking a suit deal with Indochino.
So, it stands to reason that a Canadian company would get in on the action and also lead the way.
Canada Goose recently announced it’s collaborating with Los Angeles-based brand, RHUDE, to create a limited-edition freestyle vest for all NBA all-star players. That’s the first extension of a groundbreaking partnership as the brand enters a multiyear partnership with the NBA that makes Canada Goose the outerwear partner of the league's All-Star Game. The collection is a four-piece unisex outerwear capsule designed for year-round use.
To learn more about the partnership with the Canadian company and what might be next in the fashion space for the NBA, I spoke to Lisa Piken Koper, the NBA's senior vice-president of merchandising partnerships, ahead of the 2021 All-Star Game.
Sportsnet.ca: Why does a partnership with a Canadian brand like Canada Goose make sense for the NBA?
Lisa Piken Koper: We are always exploring ways to grow and enhance our partnerships and licensing business with leading fashion brands like Canada Goose that are popular among our fans and NBA players. We also have a large and loyal NBA fanbase in Canada, home to the Toronto Raptors. And, after the success of the NBA and Canada Goose’s collaboration during NBA All-Star 2016 in Toronto, we knew the brand would make an ideal partner as we celebrate NBA All-Star in the coming years.
SN: How does a partnership with a streetwear brand like Rhude change the way the NBA is perceived?
LPK: Canada Goose identified Rhude as the first collaborator in our new partnership. NBA fans and players have supported many streetwear brands over time, and Rhude – whose designs balance luxury techniques with streetwear element – was a natural fit.
SN: The NBA has been a leader in this space. Do you think these opportunities are unique to the NBA and its fanbase or will other sports organizations follow suit?
LPK: Again, I think it speaks to the long history of NBA fans and players embracing fashion and streetwear style, which has provided the NBA with exciting and unique opportunities to collaborate on apparel collections with some of the world’s leading brands.
SN: How has player fashion become such a big part of the NBA cultural conversation?
LPK: NBA athletes have developed a great love of fashion – from sitting front row at fashion shows to working on their own collaborations outside of basketball. We believe this has contributed to the culture of style that’s synonymous with the NBA.
SN: What other ways can the NBA and its teams leverage the interest in the fashion of the players and coaches?
LPK: We’ll continue to focus on new and exciting ways to bring the interest in fashion to life through partnerships, co-branded collections, collaborations and more.
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