Blackhawks Archive Collection

The Blackhawks Archive Collection honors the evolution of the Chicago Blackhawks brand, highlighting the visual identity, key events and milestones since its establishment in 1926. The collection preserves the rich history while also embracing the team's present and future. The organization’s first-ever private retail label, the collection launched November 2019 with its first delivery and was available at the Blackhawks Store and Madhouse Team Store. The second delivery hit stores in March 2020, and was one of the first collections available on the team's official e-commerce site, CBHShop.com. To date, the collection has generated over $325,000 in sales.

Each delivery consisted of t-shirts, sweatshirts, outerwear and headwear, centered around a retro-inspired sweater from the team's history. The campaign was shot at landmarks throughout Chicago's West Loop, including the Goose Island Taproom and the Blackhawks-centric restaurant Palace Grill on Madison Street. The collection was promoted on all of the team's digital and social channels, including a content hub on Blackhawks.com.

The launch campaign highlighted the model and product photography, utilizing seamless carousels on the club's social media platforms. Accompanying content provided fans insight on how to style the garments, as well as the story behind the design of key pieces.

Outdoor advertising assets were created for brand awareness, as the collection was the key product assortment available when the team launched its official ecommerce site, CBHShop.com.

Special in-store visual merchandising displays were developed for the flagship retail locations at the Blackhawks Store on Michigan Avenue and the Madhouse Team Store inside the United Center's East Atrium.

In March 2021, Apothic Wine embarked on a new partnership as the official wine of the Chicago Blackhawks. Sharing several commonalities with the Apothic Brand, from rich legacies as “originals” of their categories, to the prominent use of Red and Black as their brand colors and a shared consumer profile.

The launch of the partnership included a sweepstakes, creatively centered on the established success of the Archive Collection brand. Contestants entered to win one of 10 gift boxes of Archive Collection merchandise, and a suite of point-of-sale materials was developed in collaboration with the Apothic team for use at grocery and beverage stores throughout Chicagoland.