What drives a collaboration? For many designers, it’s a common thread. An invisible line that can be woven between aesthetic, intention and execution. For creative visionary Salehe Bembury, tapping into this intersection is the purest form of curiosity—it’s work that allows for limitless exploration and encourages breaking all the rules. In celebration of our multi-year partnership with the NBA, we drafted Salehe to partner on a collection that would bring his signature design sensibility together with our longstanding heritage and the unique ethos of NBA style.
But there’s also something else deeply engrained in the four-piece capsule collection—a sense of play. A desire to express yourself freely and without judgement. And to bring that aspect of the collaboration to life, Salehe invited us into the world of Play in the Open. A tribute to outdoor adventure and an homage to the nostalgia of carefree childhood play, Play in the Open is presented across three short films that dissolve the rules of reality. Below, we talk to Salehe about the process of working on this campaign and how his creative vison came to be. But first, enjoy the films.
Craft. It’s something you’ve mentioned that sits at the intersection of all three brands (your own, Canada Goose and the NBA) but with Play in the Open, we see craft in a much more literal sense: the animated, crafted world of this campaign. Can you talk about the process of creating this universe?
With my design I strive to create experience. This is a constant variable that was initially unintentional. The result of sharing my relationship with the outdoors, unknowingly began to create a conversation and a community. During a period of time where we were physically stagnant because of the pandemic, the outdoors became a place of solace for those close and distant to it. When a product can also motivate one to do, go, or play I feel that said product achieves exponential value. No different from a basketball sneaker giving you the feeling that you can dunk. Or a designer heel elevating one’s sense of femininity. The “universe” that has been created for the campaign is an illustration of this lifestyle. “Play In the Open” is a conversation of discovery through experience. The intention of this collaboration is rooted in “play”.
What places or activities did you want to see come to life as part of this campaign?
The activities chosen for the campaign are Fishing, Basketball & Juggling; all personal hobbies of mine. Despite the dry Southwestern terrain I often find myself in, I found it important to consider the different environments the audience may currently find themselves in or have memories experiencing. The great thing about design is that it is one of the most powerful forms of communication without saying anything at all. With this in mind, the locations, colour palette, wardrobe and hobbies were curated to speak to a wide range of outdoor enthusiasts. We also prioritized “inclusion” as a theme: Outdoor culture is often exclusive to certain groups, so we wanted to take this collaboration as an opportunity to welcome a new community of curious minds into the outdoors.
What was the collaborative process like with director Foster Huntington? Did it unlock or allow for different creative skills than you might typically lean on when designing products?
This is the first time someone else has executed a campaign for me. All of my previous campaigns were my brain child and execution. I was initially reluctant to the idea, but after 5 minutes on a zoom with Foster, not only was I convinced, I was inspired. It is rare to encounter someone that is passionate about the passion they have for their passion. Foster is an outlier in this sense. Creatives have an ability to speak a language others do not. This unspoken jargon made it extremely easy to understand and critique. Foster’s contribution to this project was necessary for it to reach totality.
Outdoor culture is often exclusive to certain groups, so we wanted to take this collaboration as an opportunity to welcome a new community of curious minds into the outdoors.
How does nostalgia fit into the Play in the Open universe?
The NBA’s player style has seen a drastic evolution since its inception. In the beginning, a player’s dress was heavily inspired by where they were from. The Canada Goose and NBA collection with Salehe Bembury is inspired by the freedom of 90s NBA style. Each player brought a unique perspective to the table that was influenced by their childhood, region, or team. Charles Oakley was often spotted in puffy jackets while Karl Malone was seen in cowboy hats. Each player composed a beautiful juxtaposition of style without rules. This painting that had previously not been seen by a mass audience became fashion in its own right. Bold patterns, competing materials, layered looks and confident branding were all present. Additionally celebrating the idea of a strong graphic element to associate with a team. In this case, the team logo is the “Canada Goose with Salehe Bembury” collaborative mark.
What rules were you excited for this campaign to dissolve or break?
This campaign allowed for an introduction of fantasy that has not been possible in previous campaigns. We started with my outdoors-related interests. Then we discussed how we could add more emotion to their presentation. Foster’s vivid imagination made for a good source of inspiration for this opportunity. He quickly proposed many of the magical elements of the campaign. My industrial design background influences me to think somewhat practically, but Foster is a disruptor; which fit perfectly. The result of this campaign displays what happens when a group of inspired creatives get in a (zoom) room and discuss how to story tell for “all”.
What was your favourite moment from working on this collaboration with Canada Goose and the NBA?
It’s always great seeing conversations, ideas and obstacles realized into tangible product and content. Witnessing the many hours spent communicating with Foster and the Canada Goose team have been very rewarding. The product and campaign that have come to fruition is a direct result of those extensive conversations. I use design as a tool for problem solving and this collaboration embodies many design solutions in the form of product inspired by the nostalgia of the NBA.
