COYOUTES x Doni NAHMIAS
Campaign Summary
The Arizona Coyotes have appointed Doni Nahmais as Creative Strategist for the 2023-24 season, integrating his expertise from NAHMIAS, a leading men's premium fashion brand. The collaboration introduces merchandise collections, the first released on November 20, 2023, emphasizing a blend of skate, sports, surf, and hip-hop influences. Seeking authenticity in connecting with Arizona's culture, the Coyotes aim for a long-term commitment beyond a campaign, with Nahmais's style complementing the team's brand.
Inspired by 90s trends and linked to skating and hockey, the initial line features a simplified color palette. The campaign incorporates an Arizona Garden concept, aligning with Nahmais's California Garden-themed NAHMIAS launch. Look for additional installments throughout the 2023-24 NHL season.
The Overview
The Arizona Coyotes continued our integration into culture when we announced Doni Nahmais as their new Creative Strategist for the 2023-24 season. Nahmias, Founder and Creative Director for the NAHMIAS brand, a leader in men’s premium fashion, incorporates a unique style, a high-grade yet informal mix of skate, sports, surf, and hip-hop codes melded into an ascendant ready-to-wear label.
The COYOTES x Doni NAHMIAS collaboration included several merchandise collections, with the first dropping on November 20, 2023. To launch the campaign, we developed the concept, content plan, and social strategy to launch the collaboration.
The Culture
Making inroads into the Arizona hypebeasts requires authenticity and long-term commitment. It must be more than a campaign; it must be the brand's core being. As a follow-up to our collaboration with Rhuigi Villaseñor during the 2022-23 season, we announced Doni Nahmias as this season's Creative Strategist. His clothing line, known for its blend of premium materials and a street edge, was the perfect partnership for the next phase of Coyotes gear.
The initial line, one of three parts of his work with the Coyotes, is connected with the reemergence of 90s trends. The merchandise and subsequent campaign have connections to skating and hockey. The simplified color palette focuses on black and white but includes the toned versions of the Coyotes's green and red.
We connected the campaign to the NAHMIAS launch, which included a California Garden theme. For our campaign, we incorporated an Arizona Garden concept that plays on the Arizona desert's unique "garden" elements.
The Results
The initial response across social media and across retail has been overwhelmingly positive, and this is just phase one of three. More elements will roll out in the coming months through 2024.
