MERCHANDISING // CULTURE // CHARITY FOUNDATION

Undefeated // Streetwear Meets Hockey

YEAR: 2021

Project overview

James Bond, creator of Undefeated, is a big Kings fan. The LA Kings partnered with the Undefeated team on developing a new, limited release line of merchandise to be sold in our home store TeamLA, digitally on TeamLA.com, and on the Undefeated digital store that broke the walls between LA streetwear and the historic LA Kings brand.

The challenge

Hockey needed to find ways to not just remain relevant with a younger demographic, culturally relevant among tastemakers in fashion, and still honor the heritage of the brand. The product and visual story of the campaign had to feel fresh, authentic, and align a shared LA-first concept.

My role

Creative Director - establishing an early partnership with the Undefeated CD, we were able to strategize and create a story brought to life through fashion and executed in a multi-pronged social campaign across both brand channels. Creative execution included developing art for all POS from digital to in-store moments.

The solution

The line released with major buzz and was paired with a warm-up jersey to support our Kings Care Foundation. By working together to understand the different audiences and opportunity with a successful launch, the partnership broke record sales goals, supported the Foundation, and prompted a surge in youth-camp sign-ups for the Little Kings hockey initiative.

product development & shoot

The wearables utilized a historic LA Kings mark that launched it into the most sought after collab in Kings history. When planning the shoot, the unisex line was fashioned by young, diverse LA models representing the City and the future of hockey fandom.

LAK x Undefeated product line

LAK x Undefeated product shoot

TeamLA digital store creative

LAK x Undefeated social launch post

warm-up jersey auction

With the buzz around the campaign, the LA Kings and Undefeated created one more product - a warm-up jersey worn by the Kings sold at auction for the Kings Care Foundation. The game also introduced the recently unveiled Undefeated Zamboni adding Undefeated the night’s visual narrative and smashing Foundation goals in funds raised to support LA community impact projects.

Undefeated Zamboni concept and social post

campaign results

  • The Undefeated Warm-Up Jersey was the top grossing warm-up jersey auction in history

  • The original line sold out within 5 days of launching generating over $1.2M in sales

  • The lines success has lead to a 3-year licensing deal with Undefeated

  • Undefeated designed a new line exclusively for Junior Kings team prompting increase in youth team sign-ups