“Claim Your Crown” marks a new chapter in brand identity

Watch the announcement video below

Beestera has announced a new partnership with NOVUS, naming the company its official apparel provider across all programs and experiences.

The partnership represents more than a change in supplier. It signals a broader shift in how Beestera presents its identity across camps, training environments, and residential experiences.

“This isn’t just about new gear,” said James Beeston. “It’s about creating a consistent, intentional experience. Not just what we do, but how it feels. NOVUS helps us bring that identity to life in every detail.”

Aligning identity with experience

Beestera, known for its emphasis on both player and character development, operates around its Thrive values: Team First, Hard Work, Resilience, Impact, Victory, and Enjoyment.

NOVUS brings a similar foundation. The New York-based brand has built its reputation around purpose-driven athletic apparel, combining custom team gear with performance-focused design for athletes and organizations nationwide. 

Headquartered in the Capital Region, NOVUS has grown through partnerships with teams, schools, and organizations, focusing on creating apparel that reflects identity as much as performance. 

Both organizations share roots in the Capital Region while holding ambitions to expand nationally and internationally.

“Claim Your Crown”

At the centre of the partnership is NOVUS’ brand message, “Claim Your Crown.”

The mantra reflects a philosophy built on perseverance, conviction, and purpose, encouraging athletes to rise above challenges and pursue their potential. 

“We really connect with ‘Claim Your Crown’ because it ties directly into our Victory value,” Beeston said.

Visually, the integration of the crown with Beestera’s bee symbol reinforces that message, aligning naturally with the idea of the queen bee and the standard within the Hive.

“It’s about stepping into who you are,” Beestera shared. “The Hive works together, but every individual has the opportunity to rise within it.”

What will change

Through the partnership, NOVUS will provide apparel across the full Beestera ecosystem, including:

• 10 different colored, fully customized camp shirts

• Full uniforms for residential camp players

• Complete outfitting for staff and leadership teams

The company’s custom apparel division allows programs to design fully tailored gear built around their identity, rather than using standard templates. The goal is to create a more unified and professional environment across all touchpoints, from camps to training sessions.

“We’ve always wanted Beestera to feel like something you step into, not just attend,” said Mike Matera. “This takes that to another level.”

He added that the change will be noticeable immediately.

“These are the best quality shirts we’ve ever given out at camp. There’s no doubt in my mind that players, parents, and coaches are going to love them.”

Rolling out this summer

The rollout of NOVUS apparel will begin at upcoming Beestera camps, with full implementation expected throughout the summer.

“Now that we’ve partnered with NOVUS, we’re excited to be on a journey together that inspires people to THRIVE and claim their crown,” Beeston said.

As Beestera continues to expand, its focus remains consistent: building an environment where every detail contributes to both player and person development.

With NOVUS now integrated into that vision, Beestera believes the next phase of growth is already underway. For more information on NOVUS and its custom apparel offerings, visit: https://wearnovus.com

Beestera x NOVUS

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