Blackhawks x Starter Capsule

The Starter brand has a storied heritage within popular culture that dates back over 40 years. After its launch in 1971, it quickly became one of the most innovative global sports brands in history by connecting fans with their favorite teams and players on a whole new level, pioneering the fusion of sports clothing with pop culture by forging partnerships with professional sports leagues, colleges, athletes, musicians, and celebrities. The Blackhawks x Starter Capsule takes inspiration from the 1980s and ‘90s, featuring era-appropriate Blackhawks and Starter branding and marketing messaging. Consisting of four outerwear jackets and four t-shirts, the capsule was a top seller on the team's e-commerce platform, CBHShop.com, and garnered coverage from multiple media outlets.

The commercial spot "Whisper," produced in partnership with video production agency Banner Collective, was inspired by Starter's advertising campaign during the 1990s that featured prominent athletes, actors, musicians, and models dancing in a studio.

The marketing campaign included out-of-home and digital advertising assets to increase brand awareness, as the collection was a key product assortment on the team's official ecommerce site, CBHShop.com.