CHICAGO, Feb. 13, 2020 /PRNewswire/ -- As basketball
converges with fashion, culture and community in the Windy City
this weekend, Crown Royal Regal Apple has partnered with West side
native turned designer, creator and collaborator Joe
Freshgoods as a Creative Director to help bring Crown Royal
Regal Apple to life throughout the weekend, as well
as to announce the launch of their new capsule
collection, ROYAL APPLE GOODS.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8681551-crown-royal-joe-freshgoods-apple-goods/
This unique collection, available for this weekend only, will
include custom created apparel and accessories such as sneaker
bags, hoodies, t-shirts and bandanas. The sneaker bags will be made
from the whisky brand's iconic bags that enclose each bottle of
Crown Royal Regal Apple. Utilizing the bags that contain the larger
format 1.75ml bottles, they will fit either 1 or 2 individual
sneakers, depending on their size, ensuring that your shoes are
always fresh and ready-to-wear. For years Crown Royal has been
aware of consumers using its bags to hold everyday items such as
sneakers, and this collaboration is a nod to that and to
Chicago's crisp fashion
culture.
Freshgoods will unveil the capsule collection on Friday, February 14 at The Royal Pop Up by Crown
Royal Regal Apple in his hometown of Chicago alongside an assembly of the city's
top creators and makers who Freshgoods hand selected. The one-stop,
invite-only, pop up shop in the West Loop will be outfitted with
all the things guests need to look and feel their freshest during
the city's star-studded weekend, including sneaker cleaning
stations, barbering services, signature Crown Royal cocktails, an
Insta-worthy green [apple] carpet and of course, the Crown Royal x
Joe Freshgoods Present ROYAL APPLE GOODS capsule collection.
"I've always had a great love affair with Crown Royal, so this
partnership felt like the thing to do. They're re-defining royalty
in a way that's relevant to a new generation – to creators and
people and from all walks of life – and I'm really excited to be a
part of it," said Joe Freshgoods. "With this Crown Royal
Regal Apple capsule collection, we're making something fun, cool
and fresh that inspires self-expression and bridges the
intersections of art and culture, while taking inspiration from my
hometown of Chicago. This will be
an historic weekend."
The ROYAL APPLE GOODS collaboration between Crown Royal Regal
Apple and Joe Freshgoods is a continuation of the brand's
commitment to blending fresh spins on culture with the fresh
tasting flavor of Crown Royal Regal Apple. Infused with Regal Gala
Apples, Crown Royal Regal Apple is a smooth, delicious tasting
whisky that is best enjoyed responsibly as a chilled shot, on the
rocks or in a cocktail.
"Crown Royal Regal Apple is continuing to re-write the
definition of royalty, expanding on its cultural connections to the
millennial and multicultural communities," said Johannah Rogers, Senior Brand Manager, Crown
Royal. "Collaborating with Joe Freshgoods on this capsule
collection, and particularly on the sneaker bag, was natural for us
because he embodies true passion in crisp culture. With his
Chicago roots, it also presented
the perfect opportunity for us to work together on giving back to
the local community; to the city and people that first inspired
him."
Following The Royal Pop Up, Crown Royal Regal Apple is looking
to continue to give back to the community and celebrate the city's
unique culture by partnering with 501(c)(3) Project Backboard to
rehabilitate basketball courts around Chicago. Project Backboard's
mission is to renovate dilapidated basketball courts, turning them
into vibrant community hubs, inspiring multi-generational play and
improving park safety.
About Crown Royal
Crown Royal Canadian Whisky is the
number-one selling Canadian whisky brand in the world and has a
tradition as long and distinctive as its taste. Specially blended
to commemorate a grand tour of Canada made by King George VI and Queen
Elizabeth of Great Britain
in 1939, Crown Royal's smooth, elegant flavor and gift-worthy
presentation reflect its regal origins – it is considered the
epitome of Canadian whisky.
Crown Royal Regal Apple has a
vision to empower and enable the next generation of artists,
creatives and athletes and is doing so by creating experiences that
help to push culture forward in a fresh new way, while giving back
to local communities.
For more information, visit www.crownroyal.com. Crown Royal
encourages all consumers to please enjoy responsibly.
About Diageo
Diageo is a global leader in beverage
alcohol with an outstanding collection of brands including
Johnnie Walker, Crown Royal, Bulleit
and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas,
Captain Morgan, Baileys, Don Julio,
Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (DEO) and
the London Stock Exchange (DGE) and our products are sold in more
than 180 countries around the world. For more information about
Diageo, our people, our brands, and performance, visit us at
www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives and ways to
share best practice. Follow us on Twitter for news and information
about Diageo North America: @Diageo_NA.
Contacts:
Lisa
Wendling
TAYLOR, 704-644-6924
lwendling@taylorstrategy.com
Michelle Sibley
DIAGEO, 646-223-2168
michelle.sibley@diageo.com
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SOURCE Crown Royal