BAUER // lululemon Collab

The BAUER // lululemon collaboration brought together BAUER’s hockey heritage and lululemon’s modern, everyday style to create a versatile apparel line for athletes and active individuals. I led the art direction and visual style for the collection, guiding everything from concept to final rollout. I developed a detailed visual direction book covering shot lists, photography style, and social media strategy to keep the creative consistent across all platforms. The photography focused on versatility and performance with subtle nods to hockey culture, capturing both brands’ shared energy and aesthetic. This collaboration became a key benchmark for BAUER’s future partnership projects.

Photographers: Sean Berry & Finn O’Hara