Constellation Brands partners with Chicago Bulls on streetwear

Constellation Brands has teamed up with the Chicago Bulls on a limited-edition Corona beer fashion line, working with the NBA team’s creative strategy and design advisor Don C on the collection.

The apparel, including a t-shirt, shorts, hoodie, hat and trainers, merges the branding of Chicago Bulls, with its iconic red bull badge, with the crown of Corona. While Constellation Brands handles Corona in the US, in other markets it is owned by AB InBev.

Don C, himself a Chicago Bulls fan, said of the line, which is called Just Don: “This collection was a lot of fun to work on, and I’m excited for the few lucky fans who are able to get their hands on what I’ve created together with the team at Corona.”

The garments incorporate various flourishes which Don C’s streetwear designs are known for, including a snakeskin pattern on the hat’s brim and a gold zipper on the hoodie.

Rene Ramos, vice president of field, lifestyle and experiential marketing at Constellation Brands said he was “stoked” about the collaboration: “Corona Extra and the Chicago Bulls are two iconic brands and giving consumers a chance to rep both through the collection designed by Don C is something not to be missed.”

Those outside of Illinois hoping to, quite literally, wear their fondness for Corona beer on their sleeve may be disappointed, as the collection is currently only available in a sweepstake for residents of the state. The collection’s total value is US$2,050.

A number of drinks brands are investing in fashion lines as part of a marketing push, with Bombay Sapphire and Veuve Clicquot recently unveiling collections.

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