COYOTES x BE@RBRICK
CAMPAIGN SUMMARY
The Arizona Coyotes partnered with BE@RBRICK, a Japanese collectible toy line known for collaborations with artists and brands. This unique collaboration marked the first NHL team to create a custom 'Bear.' BE@RBRICK, a significant icon in fashion and art, attracts a diverse customer base interested in its combination of art, design, pop culture, and exclusivity.
Recognizing the passion of Arizona's fashion and streetwear community and a subset of Coyotes fans as collectors, we launched the Coyotes x BE@RBRICK collaboration on the NTWRK app during a live-streaming event hosted by influencers from the local streetwear shop Common Hype.
To connect with hockey, we featured players in the stream, had key players autograph a Bear for auction, and conducted a photo and video shoot on the Coyotes' home ice.
The collaboration generated a buzz on Opening Night in Arizona, bringing together fans, players, art, streetwear, and fashion. It successfully integrated the Coyotes into local and national street culture, extending the brand beyond hockey and merchandise.
Overview
The Arizona Coyotes collaborated with BE@RBRICK, a collectible toy line created and produced by the Japanese company Medicom Toy Incorporated.
'Bears' are often produced by collaborating with different artists and brands, resulting in various designs and themes. The collaborations have included pop culture icons, artists, fashion brands, and more.
The unique aspect of BE@RBRICK provides a platform for artists and brands to express themselves through a distinct and recognizable art form.
We believed a BE@RBRICK collaboration would further extend the Coyotes brand into street culture. No NHL Team has ever created a custom Bear - until now.
The Culture
Today, the Bear is as much a major icon in fashion as it is in the world of art. It's a Pop Culture phenomenon sought out by fashion and streetwear enthusiasts, limited edition collectors, and art collectors. Overall, the BE@RBRICK customer base is diverse, and the appeal of these collectibles lies in their combination of art, design, pop culture, and exclusivity.
Recognizing the Arizona fashion and streetwear community and a small subset of Coyotes fans are passionate collectors, we determined a Coyotes x BE@RBRICK collaboration would quickly become a hot collectible. This extension of the Coyotes brand goes beyond hockey and merchandise, and the limited edition Bear became a conversation piece across social media and in our fans' homes.
To reach this niche audience, we launched the collaboration across the app NTWRK during a live-streaming event on the opening night of 2023. Two influencers from the local streetwear shop Common Hype hosted the stream.
To connect everything back to hockey, we incorporated players during the live stream and had a few key players autograph a Bear that we later auctioned off. Further, we held a photo and video shoot placing our Bear on the Coyotes' home ice and used the assets to promote the collaboration and event.
The Results
Fans, Players, Art, Streetwear, and Fashion all came together on Opening Night in Arizona, creating a buzz across our community. The collaboration further ingrained the Coyotes into the local and national street culture.
