Collaboration with TheGoodLife! activates the HIDEOUT for professional athletes.

Simply put, the Hideout is a lounge for top tier athletes and performance executives to escape during industry tournaments. Avery Dennison launched our first HIDEOUT with TheGoodLife!, a boutique creative agency specializing in action sports, entertainment, art and fashion, during the craze of the Winter X Games and brought the excitement back during the 2015 Vans US Open of Surfing from July 30 to August 2, 2015 in Huntington Beach, CA.

As the popularity of industry tournaments grow, athletes are feeling the pressure and crave an exclusive hideout to chill out. From media obligations to fan interaction and increased pressure to win, athletes need a place to escape (even for a short time) now more than ever. Avery Dennison RBIS and TheGoodLife!'s  Hideout serves this exact purpose.

The Hideout created a comfortable environment for athletes and industry notables to hang with friends and relax during a moment when they aren’t in the throes of the industry’s biggest annual competitions.

We incorporated a pop-up customization boutique within the hideout, showcasing Avery Dennison RBIS high-definition heat transfers and woven badges. With a vast array of options from photo prints by Dean Blotto Gray, Laura Austin, Gabe L'Heureux, Craig Wetherby, and many more, to graphics and patches from TheGoodLife!, guests could use custom fonts, numbers, and emojis, and had unlimited options through trimming and layering to create bespoke garments. Every athlete, designer and tastemaker designed their own one-of-one  apparel piece and had a hands-on appreciation for the quality of our products. The fun literally never stopped.