The Raptors X The Bay: Streetwear with purpose.
When fashion becomes a force for change. A bold collaboration between Hudson’s Bay, the Toronto Raptors, and the NBA to launch a limited-edition capsule collection in support of Charter for Change, The Bay’s foundation for racial equity in Canada. This wasn’t just a drop. It was a statement.
The Cultural Moment
We saw an opportunity to create more than a product launch. This was a chance to build a platform where style, storytelling, and social change intersected.
Our challenge was threefold:
Reflect sports culture through the lens of Canadian heritage
Make purpose feel personal, not performative
Lay the groundwork for an enduring cultural platform
Fashion is expression but also a language of belonging. And when it’s rooted in purpose, it doesn’t just sell. It spreads.
The Creative Strategy
As DVP Content and Creative, I led the internal team and agency partners across strategy, concept, and execution, shaping a campaign designed to move product and culture alike.
Built a brand narrative grounded in real voices and lived experience
Led visual identity and campaign direction inspired by Canadian streetwear
Directed storytelling across film, editorial, social, and retail touchpoints
Activated across digital, in-store, and live moments
Designed a social strategy for conversation and cultural currency
Every decision served the same purpose: make it matter, to the people it’s for.
The Impact
The campaign cut through. It became a cultural signal and delivered results that matter:
+12pt lift in awareness (9% → 21%)
+10.1pt ad recall (vs. 7.7pt retail benchmark)
+3.9pt lift in consideration (vs. 1.8pt avg)
172K+ visits to the collection landing page
92% positive sentiment across social
This wasn’t a one-off. It sparked a multi-year platform where fashion, purpose, and Canadian culture continue to intersect with impact.
