BOOMER Jackets
Brand
C4 Energy
Industry
Beverage
Category
Location
Apparel
Austin, TX
Background
Designing apparel has always been a challenge for C4 Energy. With SXSW 2024 around the corner, the brand wanted to create a signature piece for their athletes in the market who had speaking arrangements scheduled.
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Made in collaboration with Chicago Playground, known to make next-level, custom jackets for celebrities such as Kevin Hart, Deion Sanders, Taraji P. Henson, Common, and more, the capsule collection is designed for the brand’s powerhouse talent roster with unique designs serving as a powerful symbol of the ambitious, energetic lifestyle that the brand so clearly represents.
We surprised Bijan Robinson and Lindsay Brewer at SXSW with the debut of the BOOMER Jackets and quickly pulled them into a nearby studio for a photoshoot with them styling the item.
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Bijan Robinson and Lindsay Brewer unveiled the pieces on stage during the brand’s SXSW panel discussions where Bijan spoke about College Athletes as Influencers, and Lindsay was interviewed by ESPN's Malika Andrews to discuss Leading with Purpose and breaking barriers as a female in racing.
Idea
Everyone knows that the varsity jacket is the original symbol of achievement, so what better way for C4 Energy to launch its first-ever apparel than with a jacket that symbolizes athletic success, comfort, and nostalgia. This limited-edition collection is an authentic choice for the brand’s foray in the fashion space featuring custom contemporary designs inspired by the brand’s athlete talent.
When it came to art direction, we wanted to avoid just slapping a C4 logo onto a piece of clothing, but instead use the jacket to tell the talent and brand story. This will be seen through the deep and rich colorways, a special message embroidered on the chest to represent the brand’s wide array of talent and custom hash marks as an ode to the brand’s Performance and Ultimate lines, that subtly represent motion, momentum, and drive.
The jackets weren't for sale, but debuting them at SXSW on tier 1 athletes, it gave fans the first look at a much larger picture. Consumers were encouraged to visit C4Energy.com/boom to sign up to be the first to find out more about what’s to come in the future.
