DJ Chase B’s New Gig
Lids has tapped DJ and producer Chase B to serve as its creative director. In that role, he will work with the sports headwear and apparel company on product design, collaborations and storytelling.
This is not the first time the two have worked together. Chase B and Lids have partnered in the past on several product offerings including the sold-out Chase B x MLB “Maximal” 59Fifty Collection. But by stepping into the creative director role, Chase B will work to expand Lids’ presence at the intersection of sports, fashion and streetwear culture.
Chase B is now creative director of Lids.
Michael Anthony/ Chase B is now creative director of Lids.
“This partnership with Lids has always been special to me because it’s personal,” said Chase B. “I used to work at Lids while I was in college, so being able to come back years later and design collections with them has been a full-circle moment. Now stepping into the creative director role means we can take those ideas even further and bring together products and experiences that really connect with the culture.”
The appointment coincides with the Chase B x MLB “Colours” New Era 59Fifty Collection, designed by Chase B. The collection features a lineup of caps featuring bold pastel color blocking and playful design elements. The collection includes styles representing the Atlanta Braves, Chicago Cubs, Houston Astros, Los Angeles Dodgers, New York Yankees and Washington Nationals. They will retail for $59.99 and be available beginning March 21 at Lids stores and online. Chase B will DJ at Lids’ new Houston Galleria store on the launch date to promote the collection.
Dick’s Debuts Documentary at SXSW
Cookie Jar & A Dream Studios, the in-house content and production studio for Dick’s Sporting Goods, premiered its first documentary at the South by Southwest Film & TV Festival.
“Summer of ’94,” which was created in partnership with Imagine Documentaries and Stand Together, tells the underdog story of how the 1994 U.S. Men’s National Soccer Team overcame the lack of a formal league, a shortage of notable talent and limited financial resources to defeat fan-favorite Colombia.
The company supported the launch of the film with a series of brand activations at the festival intended to bring the story to life.
A still from the “Summer of ’94” film.
Courtesy of Dick’s Sporting Goods
“We created Cookie Jar & A Dream Studios to spotlight pivotal sports moments like this one,” said Mark Rooks, vice president of creative, sponsorship and entertainment at Dick’s. “The determination and grit shown by the ’94 men’s national team still resonates across the sports community today. Our hope is to inspire the next generation of athletes — in soccer and beyond — to work hard and chase their dreams, even when the odds feel stacked against them.”
“Summer of ’94” was shown over the weekend with screenings that included live introductions and Q&As. A final viewing is slated for 9 p.m. CT on Wednesday at AFS Cinema in Austin. It will then premiere on Fox on May 23.
Whoop Introduces Performance Outerwear
Whoop, the human performance company best known for its health wearables, is getting into technical outerwear.
The Boston-based company has teamed with Samuel Ross’s SR_A, a U.K.-based global design studio, on Project Terrain. The collection features reimagined versions of Whoop bands and elevated Whoop Body apparel in addition to the outerwear, designed as a unified system.
The first drop in the multiyear offering includes a men’s performance short with an inner stretch compression liner, a woven shell and reflective detailing that retails for $110. There’s also a long-sleeve muscle shirt in a lightweight stretch fabric with reflective details for $90 and a fully bonded running jacket with 360-degree reflectivity, a packable hood and a wrist window for device visibility for $220.
For women, there is a performance bra, short and running jacket that range in price from $90 to $220.
There are also newly designed Whoop 5.0 and MG bands with raised weave and reflective graphic detailing and dual branding.
The Project Terrain collection from Whoop and designer Samuel Ross.
Courtesy of Whoop
“Over the years I’ve had a deep love for Whoop and their excellency in design, and with Project Terrain, I wanted to hone in on the mutual feeling you get when you meet another Whoop user,” said Ross. “I wanted to make sure we were creating pieces that were intentional with their visibility of Whoop and created a new identity of what it means to be wearing Whoop. In the end it becomes its own visual language of hardware with a beautiful design that is rooted in high-performance first.”
Guess’s New Ambassador
Hyunjin, the South Korean rapper, singer and member of the K-pop group Stray Kids, is the newest global brand ambassador for Guess.
As global ambassador for both Guess and Guess Jeans brands, Hyunjin will lead worldwide campaigns and headline key brand initiatives for the Los Angeles-based company.
“Beyond performance, Hyunjin is a creative force spanning music, dance and visual art,” said Paul Marciano, cofounder and chief creative officer of Guess. “His sense of style, confidence and global influence make Hyunjin an amazing addition to the Guess family.”
Hyunjim in one of the Guess ads.
Courtesy of Guess
Hyunjin’s ambassadorship begins at a time when Guess is expanding globally. The company has strengthened its international presence through strategic retail openings in Tokyo, Amsterdam and Berlin, alongside campaigns featuring global talent and special activations that reflect the brand’s ongoing evolution.
Closer to home, the company recently celebrated the opening of the Guess Jeans flagship in Los Angeles.
