COYOTES x RHUIGI

The Culture

The Arizona Coyotes wanted to change their brand perception and expand their fanbase. To do that, we wanted to expand into the local culture and capture the essence of the people of Arizona. 

We decided to take a bold and unexpected move when we stepped onto the fashion-forward street scene, forging a groundbreaking collaboration with renowned designer Rhuigi Villaseñor. The intersection of sports and fashion has long been an exciting space for innovation, and this partnership brought a fresh perspective to the world of hockey apparel.

Rhuigi Villaseñor, the creative mind behind the Los Angeles-based fashion label RHUDE, is celebrated for his ability to blend streetwear aesthetics with high-end fashion. With his finger on the pulse of contemporary style, Villaseñor has built a reputation for creating pieces that effortlessly merge luxury and urban influences. He was the perfect partner to bring his unique vision to the Coyotes brand.

The Coyotes consistently embraced innovation both on and off the ice. By teaming up with a designer known for pushing boundaries, we aimed to redefine how fans engage with and experience hockey fashion. This partnership signaled a departure from the traditional sports merchandise approach, where jerseys and fan gear often follow a more predictable design path.

Fans got a departure from the ordinary as Villaseñor injected his distinctive flair into the Arizona Coyotes' merchandise lineup. The collaboration fused streetwear aesthetics with the iconic symbols and colors of the Coyotes, creating a collection that resonated with hockey enthusiasts and fashion-forward individuals alike.

One of the key elements of this collaboration is the potential to attract a broader audience to the sport of hockey. By infusing the team's identity with RHUDE's urban sophistication, we captured the attention of die-hard hockey fans and those drawn to cutting-edge fashion's allure. This move aligned with the broader trend of sports teams actively seeking collaborations with fashion designers to make their brands more accessible and appealing to diverse demographics. However, it was rare for a Hockey team to make such a move. 

The collaboration also served as a testament to the growing importance of fashion in the sports industry. Beyond the game itself, athletes and teams are increasingly becoming influential figures in the world of style. Our partnership with Rhuigi Villaseñor exemplified a conscious effort to elevate our brand beyond the rink and into the hearts of fashion-conscious consumers. It connected hockey with street culture to form a new Arizona Coyotes fan. 

We attracted new fans and created a sense of unity between the team and its fanbase. The updated merchandise fostered a stronger connection between the community and the Coyotes, as fans proudly donned apparel that represented their favorite team and aligned with their personal style sensibilities.

As the Coyotes brand evolves, collaborations like this mark a paradigm shift in how fans perceive hockey and fashion. No longer confined to jerseys and traditional fan gear, sports apparel transcends its utilitarian roots and becomes a canvas for artistic expression. The Coyotes' venture into the world of high fashion exemplifies the forward-thinking approach that positions us at the forefront of this intersection between sports and style.

The Results

Our sales doubled expectations and the attendance at our launch event tripled our projections. We set the foundation for future collaborations and formed strong ties to the community, all evidenced by growing our young fanbase. 

The Arizona Coyotes and Rhuigi Villaseñor made a lasting impression on the landscape of sports fashion, and we put Arizona on the map.