“Make a Statement”: 2025-26 Statement Edition Uniforms

ABOUT THIS ENTRY

Ahead of the 2025-26 season, the Chicago Bulls introduced a new version of one of the most renowned uniforms in sports history, the "Statement Edition" uniform. Featuring a black base and red pinstripes, the uniform pulled inspiration from the jerseys worn from 1995-97, 2007-08 and 2012-13, while adding modern design elements, including a new waistband, neck and arm piping, an insert on the shorts, stars on the waistband and Chicago text on the front.

Given this would mark just the third-ever Bulls Statement Edition uniform throughout the organization’s history and evoke fans memories of the championship run, the team wanted to honor the rich tradition while extending the Bulls brand beyond basketball into broader culture with an emphasis on street style. Basketball and fashion are so closely intertwined, and the team saw an opportunity to tap into that intersection and engage fans in a new, creative way through this uniform. 

How does this represent "Excellence in Engagement"?

The Bulls built an integrated campaign by leveraging content on social media, earned media, out-of-home billboard advertisements and retail. “Make a Statement” balanced the old with the new by bringing in fashion legend Dennis Rodman as a spokesperson to represent the first era of the uniform and what made it iconic today. Rodman’s voice in the launch video tied with current Bulls players Matas Buzelis and Coby White in other launch assets to show the old and new of the uniform and speak to various eras of fans. 

This campaign resonated with fans who wanted to reminisce with Rodman on when the Statement uniform it was first debuted, the fans who would wear the new threads to games and fans who would wear the pieces as a fashion statement.

Additionally, to connect with youth audiences, the Bulls partnered with jersey enthusiast and YouTube creator, James Riedel. The video received more than 120K long-form views and included exclusive access and behind-the-scenes insights into the design decisions of a team's uniform.

Objective

As the Bulls launched their Statement Edition uniform, they wanted the look to cut through the traditional messaging and activations that happen throughout the season. They needed to generate excitement for fans and create a cultural moment, not just a jersey launch. It would take an integrated campaign across Marketing, Communications, Content Marketing, Retail and Entertainment & Events and a partnership with a fashion icon to tell the story of this uniform and engage fans.

To launch the uniform, the Bulls collaborated with legend Dennis Rodman. Rodman is more than an all-time great Bull – he’s a street style icon and symbolizes the uniform’s 90s roots. The Bulls featured Rodman alongside Bulls players Coby White and Matas Buzelis, intersecting the present with the past and setting the stage for season-long programming. 

The Bulls launched Statement Edition in August, announcing that the uniform would go on sale on Oct. 15. One month later, the team shared that it would wear Statement Edition for the first time on Halloween. This gap between launch and on-sale was strategic as it generated excitement through additional content, supported an additional retail collection and drove marketing opt-ins for shop.bulls.com.

Strategy & Execution

After the initial launch, three pillars supported the campaign’s strategy and execution: gameday activations, season-long promotions and broader culture integration.

The Bulls hosted nine Statement Edition Nights at home, matching the look-and-feel of team’s uniforms throughout the arena. From the video boards and in-game PA to special player introductions and an immersive pregame experience in the atrium, the themed game presentation “made a Statement.”

The campaign engaged fans outside of games, too. From sneaky out-of-home advertisements that went live before the official launch to integrating a display at Bulls Fest 2025, the Bulls educated fans on the uniform and drove marketing opt-ins ahead of the official on-sale. The Bulls also created a Statement Edition retail collection, leveraging the pinstripes for a variety of clothing items and demonstrating the uniform’s ability to seamlessly integrate into fashion. 

The Bulls also gifted the uniform to a group of influencers who represent Chicago culture through their work, community presence and Bulls fandom. These individuals naturally aligned with the fashion-forward campaign and drove organic awareness through credible, authentic voices. Throughout the season, the Bulls exclusively used the Statement Edition jersey when gifting to visiting celebrities, such as P1Harmony, Adam Sandler, Caleb Williams and others.

Organizations

• Chicago Bulls

Links

•   Website

Featured

• • Dennis Rodman
  • Matas Buzelis
  • Coby White

Credits

Susan Goodenow
Executive Vice President, Brand & Public Affairs
Chicago Bulls

Alex Compton
Senior Manager, Integrated Marketing
Chicago Bulls

Haniya Ghazi
Coordinator, Integrated Marketing
Chicago Bulls

Kayla King
Senior Manager, Brand & Fan Development
Chicago Bulls

Haley Zahn
Senior Coordinator, Brand & Fan Development
Chicago Bulls

Kami Strycharz
Senior Manager, Creators & Communities Strategy
Chicago Bulls

Sofia Musman
Coordinator, Creators & Communities
Chicago Bulls

Patrick Sandusky
Vice President, Communications
Chicago Bulls

Caroline Mattingly
Executive Director, Brand Communications
Chicago Bulls

Aaron Carter
Manager, Brand Communications
Chicago Bulls

Taylor Williams
Coordinator, Brand Communications
Chicago Bulls

Olivia Blatchford
Director, Retail Merchandising & Buying
Chicago Bulls

Brittany Blackim
Senior Coordinator, Retail Operations
Chicago Bulls

Jon Shoemaker
Executive Director, Creative Services
Chicago Bulls

Jimmy Mitchell
Senior Manager, Content Design
Chicago Bulls

Jamie Beyer
Senior Coordinator, Content Design
Chicago Bulls

Chris Ramirez
Director, BullsTV
Chicago Bulls

Ian Beckley
Senior Video Producer
Chicago Bulls

Cait Hicks
Editor, BullsTV
Chicago Bulls

Katie Dietrick
Assistant Editor, BullsTV
Chicago Bulls

Joe Pinchin
Director, Digital Content
Chicago Bulls

Nikko Tan
Senior Manager, Digital Content
Chicago Bulls

Kyle Brown
Senior Coordinator, Digital Community
Chicago Bulls

Megan Donovan
Vice President, Partnership Marketing
Chicago Bulls

Jamie Litoff
Executive Director, Partnership Marketing
Chicago Bulls

Laniesa Shafer
Senior Manager, Partnership Marketing
Chicago Bulls

Michelle McComas
Executive Director, Entertainment & Events
Chicago Bulls

Adrienne Scherenzel
Vice President of Community Engagement
Chicago Bulls

Matt Yob
Director, Alumni Relations
Chicago Bulls

Ethan Wilen
Manager, Alumni Relations
Chicago Bulls