New Era Collaboration 2019

The Blackhawks created an exclusive headwear collection in collaboration with New Era Cap Company, taking inspiration from the team's identity and branding to create a one-of-a-kind capsule. The six-item collection featured unique fabric and materials, inspired by vintage hockey equipment and the club's namesake. The assortment launched Fall 2019 at the Blackhawks Store and Madhouse Team Store.

The marketing campaign highlighted each hat's design and materials, allowing fans to further connect to the assortment via the club's social media channels. Player and coaching staff imagery was utilized with product photography to enhance the marketing campaign.