HS Sports
Collaborations, Production, Direction
Merging Lifestyle and Sports
When HS Sports dropped in the Spring of 2022, it was a new direction for the Highsnobiety flagships. Previous editions had centered around city culture, fashion, and contemporary art, but with HS Sports the scope become rooted in function and performance.
Sportswear and lifestyle have crossed over for decades with some of lifestyle's most prized aesthetics being the direct result of sports' cultural impact. In recent years, sports have gotten gradually more intertwined with lifestyle, both aesthetically and on a community basis, and HS Sports became a celebratory way of highlighting this strengthening bond.
The project launched with a temporary brick and mortar at Fred Segal in Los Angeles with a space housing experiential build-outs, product showcases, and an cohesively integrated visual identity.
Noteable collaborations included a capsule with Satisfy Running, a UCLA x Market drop, branded Speedo icons, various Wilson items, and a limited jersey release with Rapha and L39ion LA.
All products were available in-store and online