The Bauer // lululemon collaboration brought together Bauer’s hockey style with lululemon's athleisure aesthetic to create a versatile apparel line. This collection was designed to appeal to athletes and active individuals by blending the strengths of both brands into a cohesive, stylish, and functional design.

As lead Art Director, I directed the visual and photographic style for the Bauer // lululemon collaboration, overseeing everything from art direction to the final selection of marketing materials. This included social media content, web banners, print ads, and the project’s website landing page.

I also created a visual direction book that provided detailed guidelines for photography, shot lists, and social media engagement, ensuring consistency for each shoot. The lifestyle photography emphasized the apparel’s versatility with a touch of hockey. This project not only blended the functional and stylish elements of both brands but also set a new visual benchmark for Bauer's partnership projects and collabs.

Photographers: Sean Berry & Finn O’Hara