The Bay x The Raptors: Style on and off the court

As part of The Bay’s mission to create change in Canada, we partnered with the Toronto Raptors and NBA on a limited-edition capsule collection for a good cause. Each time a piece from the collection is purchased, we donated 100% of the proceeds to Charter for Change, our foundation dedicated to accelerating racial equity in Canada. I led an integrated team to position, brand and launch the new partnership and streetwear for The Bay and MLSE Raptors.

 
 
 
 
 

A capsule collection for change.

It was very important for us to ensure authenticity was woven in every aspect of this work from start to finish. Storytelling around the community and real people we worked with are at the center of this campaign. We shared each collaborator’s story connected back to the mission of change and accelerating racial equity in Canada.

This approach helped us lay down a strong foundation for the next three years of this partnership. We were able to connect with new and existing communities in a much more culturally relevant way.

 

What my team delivered:

  • Campaign concept

  • Creative Direction

  • Design

  • Art Direction

  • Content Strategy

What we accomplished:

  • Grew brand affinity framed around Canadian style, values and community

  • Significant partnership awareness: pre-awareness: 9%, post campaign: 21%

  • Ad Recall +10.1pts vs. 7.7pts retail benchmark

  • Consideration: +3.9pts vs 1.8pts retail benchmark

  • 172k visits to view the collection on site

  • 92% positive reaction on social media

 
 
 
 
 
 

Jody Sugrue