Stone Island & Scarborough Shooting Stars
PlaceNEW Studios led the creative direction and full-scale production for the landmark collaboration between Stone Island and the Scarborough Shooting Stars, a cultural crossover merging the worlds of luxury streetwear and Canadian basketball. This partnership marked a significant step in redefining what community-rooted brand collaborations can look like when executed with precision, authenticity, and bold creative strategy.

Our mission was to craft a visually arresting and emotionally resonant campaign that positioned this limited-edition drop as more than merchandise, but as a community movement. From concept to completion, we oversaw all aspects of the creative execution. We began by developing the overarching creative narrative: a fusion of Stone Island’s design legacy and the Shooting Stars’ dynamic energy. The shoot featured a custom-designed Stone Island basketball court, strategically designed by the PlaceNEW team to serve as the campaign’s central visual anchor. Every design decision, from lighting and composition to environment and wardrobe styling, was intended to highlight the contrasting yet complementary identities of the two brands.

The campaign included a collection of still images and short-form video content optimized for digital platforms and media partners. The ultimate result was a visually rich campaign that elevated both brands while connecting with audiences through the lens of community, creativity, and sport.