Celebrating Black Designers Who Have Pioneered, Preserved and Progressed Fashion

ABOUT THIS ENTRY

In celebration of Black History Month and our year-round commitment to create inclusive programs that affect positive change in Chicago, the Bulls honored the vibrant culture and talent of the Black community in the past, present, and future. The Bulls and Crown Royal spotlighted three Chicago designers who have pioneered, preserved, and progressed styles from specific fashion movements. The artists created a Bulls-inspired piece and showcased the powerful intersection between art and sport.

The collaboration with the three artists – Barbara Bates, Dave Jeff and Chelsea Billingsley – extended beyond an immersive in-arena experience, however. It was important that this event did not stand on its own. The Bulls have established connective, year-round programming to leverage the power of our platform to shine a spotlight on deserving Black-led organizations.

The collaboration effectively boosted digital engagement and deepened the connection between sport and art for our fans.

How does this represent "Excellence in Engagement"?

In many cases, sports fans interests go beyond the hardwood. Our global fanbase is tapped into pop culture trends, music and fashion, and it is our responsibility to always meet our fans where they are. Our brand purpose is to inspire and unite people through legendary experiences. Whether it was in-person at our Black History Month game or through our online content, this collaboration not only received great fan reactions but hopefully inspired them to continue pursuing their own passions and interests, as the three designers have.

Fashion goes beyond just clothing; it is a dynamic form of expression that reflects cultural relevance at the given time. Throughout history, Black creatives have been instrumental in shaping the fashion world, leaving a lasting impact on trends, movements, and style.

The series highlights the ability sport and art have to connect with people and the power of storytelling – amplifying the journeys of Chicago natives who, from the very beginning, understood the power of representation in the fashion industry and have made their mark in Chicago and beyond.

Objective

In line with our ongoing commitment to inclusivity and civic engagement, the Bulls leveraged our platform to spotlight three local designers who have made a profound impact on Black fashion, shaping trends, movements and style. Each designer was given full creative control to craft a one-of-a-kind Bulls piece, allowing them to express their unique artistic vision. The Bulls aim to leverage the power of basketball and our platform to celebrate diverse cultures and amplify talent in our city and beyond. While each artist is well-known in their industry, we saw an opportunity to further increase visibility among the Bulls global audience.

With 170 million global fans, the Bulls have a diverse fanbase with a wide range of interests that extend beyond just what happens on the court. This collaboration goes beyond sports. Fashion is a dynamic form of cultural expression, and, throughout history, Black creatives have been instrumental in shaping the industry. The Bulls understand the value of tapping into industries like fashion to connect deeply with our fanbase. This program looked to do just that by spotlighting diverse talent and reinforcing the power of representation.

Strategy & Execution

As fans entered the United Center atrium for the Black History Month game on February 11, 2025, they were greeted with special displays from the three artists that featured the Bulls-inspired piece shown alongside other items from their personal collection. The artists also participated in a private panel discussion, presented by Crown Royal, which was moderated by fellow artist and the Bulls Creative Strategy and Design Advisor, Don C.

However, the Bulls strategically engaged each designer leading up to the game as well, generating excitement for fans and providing them with a chance to get to know each artist’s backstory and inspiration. The Bulls published video interviews on Instagram with each artist, collaborating with each of their channels to increase exposure.

The collaboration effectively boosted digital engagement and deepened the connection between sport and art for our fans. It was important that this event did not stand on its own. The Bulls have established connective, year-round programming to leverage the power of our platform to shine a spotlight on deserving Black-led organizations.

Organizations

• Chicago Bulls
• Crown Royal (Diageo)

Links

•   Website

Credits

Adrienne Scherenzel
Vice President of Community Engagement
Chicago Bulls

Myra Leon
Community Relations Manager
Chicago Bulls

Brooke Fallis
Community Relations Coordinator
Chicago Bulls

Cody Potter
Senior Account Executive, Partnership Marketing
Chicago Bulls

Danielle Finnerty
Partnership Marketing Senior Manager
Chicago Bulls

Tucker Jacob
Production Manager
Chicago Bulls

Daniel Charous
Bulls TV Producer
Chicago Bulls

Cheryl Wayte
Production Assistant
Chicago Bulls

Anya Kalfus
Production Assistant Coordinator
Chicago Bulls

Nikko Tan
Digital Content Senior Manager
Chicago Bulls

Ivan Hudson
Digital Partnership Senior Coordinator
Chicago Bulls

Alex Compton
Integrated Marketing Manager
Chicago Bulls

Aaron Carter
Brand Communications Manager
Chicago Bulls

Taylor Williams
Brand Communications Coordinator
Chicago Bulls