Peet’s X Helly Hansen: key takeaways:
- Peet’s × Helly Hansen extends the existing Great Voyager coffee range into sailing-themed drinks, merchandise and mini-program rewards
- Following Salomon and The North Face, the partnership builds a consistent association between flavour discovery and outdoor adventure
- Outdoor partnerships could help Peet’s compete on lifestyle appeal in a coffee market where that message stands out
Peet’s Coffee (皮爷咖啡) has partnered with Helly Hansen on an outdoor-themed collaboration. It brings sailing imagery to limited-edition drinks, merchandise and mini-program activities. The link-up’s starting point is already on Pete’s coffee menu: the Great Voyager coffee-bean range.
Two items work the maritime theme into something drinkable. Deep Blue Ice Sea cold brew – a drink that combines nutty coffee flavours with a blue milk-foam topping. Azure Sea Breeze then steps in with a mix of coconut water with high-protein milk and coffee, finished with light-blue foam.
Fridge magnets, floor mats and insulated cups carry the collaboration out of the store. Customers can also illuminate what are being called flavour landmarks through purchases in Peet’s mini-program and enter draws for collaboration gift boxes. These include a sailing-themed grand prize (No word on what that actually is yet).
The partnership follows a recognisable route for Peet’s
The partnership follows a recognisable route for Peet’s. In December 2025, its Salomon collaboration paired winter drinks with outdoorsy coffee experiences at Songhua Lake ski resort.
In May 2026, The North Face partnership accompanied the launch of Peet’s Yunnan Menglian single-origin coffee. That campaign connected mountain landscapes with flavour exploration and extended into selected North Face stores. With that in mind, Helly Hansen makes a good fit for that theme of exploration and the big outdoors.
The Dao view: A different collaboration angle
Repeated outdoor partnerships are there to help Peet’s build a consistent lifestyle around flavour discovery. The existing Great Voyager name gives the discovery theme a product to connect to.
Skiing, mountains and now sailing turn the abstract idea of discovering coffee into recognisable pursuits. Repeating the outdoor theme across different partners could help these campaigns build on one another, giving customers a clearer sense of what Peet’s stands for beyond each limited-edition launch.
