New Era Collaboration 2022

The Blackhawks created an exclusive headwear collection in collaboration with New Era Cap Company, taking inspiration from the team's identity, branding and marketing messaging from the 1980s and ‘90s. The headwear collection complimented the collaborative apparel and outerwear product developed in partnership with Starter, launching in tandem on the team's official e-commerce site, CBHShop.com.

The marketing campaign highlighted each hat's design inspiration, allowing fans to further connect to the product storytelling via the club's social media channels. It was a top selling collection on CBHShop.com, with most styles selling out within 24 hours of launch.