From coast to coast—and even across the Atlantic—2025 was an exciting year for BE Ultimate at events. Each tournament brought fresh energy, new faces, and the same shared love for Ultimate that keeps our community thriving. From thoughtful logo designs to new on-site engagement and recovery experiences, every detail was crafted to make the season memorable and meaningful for players, teams, and fans alike.

Story Behind The CUC Series Logos

Before closing the chapter on 2025, we’re taking a look back at one of the most defining elements of this year’s event series—the story behind the 2025 CUC Series logos and how they came to life. Each division—Masters, Juniors and Seniors, and Grand Masters—received its own unique design, featuring colors and monuments from their host cities. Every logo also includes a real player silhouette from the 2024 CUC Series, capturing the motion and energy of Ultimate in action.

Together, these designs form a cohesive visual identity for the series—unified in style and structure while allowing each city’s artwork to stand on its own. The monuments and player outlines embedded within the city letters give each logo a strong sense of place that connects community, location, and sport.

Ottawa, ON – CUC Masters

This logo uses Ottawa’s signature colors—green and blue—paired with the city’s iconic National Gallery of Canada. The building’s angular silhouette is shown within the “O,” alongside a real player outline from the 2024 CUC events. Together, they highlight both the cultural and athletic spirit of the capital.

Edmonton, AB – CUC Juniors and Seniors

For Edmonton, the player silhouette appears within the bold “E,” alongside the recognizable Walterdale Bridge. The royal blue and bright orange colorway draws from the city’s heritage and nods to the Oilers, creating a vibrant design that feels connected to both the city and its next generation of Ultimate players.

Victoria, BC – CUCGM (first time attending!)

The Victoria logo reflects the city’s natural beauty and relaxed coastal character. The deep purple palette ties into its “Garden City” theme, while the Legislative Assembly of BC is silhouetted within the “V.” A player figure appears in the negative space, symbolizing the link between sport, place, and community. Together, these designs tie the 2025 series together in a unified and memorable way. 2025 was our first year attending CUCGM and it was an honor to be on-site with custom merch for yet another Canadian nationals event with some legendary players!

On-site Experience

This year, we focused on creating a better, more sustainable, and performance-driven event experience.

Reusable Totes

We introduced our own BE Ultimate reusable bags—handed out for free at events—to make shopping smoother and more eco-friendly. Built to last and designed to carry everything from jerseys to snacks, they’ve quickly become the go-to “everything tote” for players and supporters. It’s a small step toward sustainability and a better on-site experience for everyone.

Custom Event Stickers

For 2025 we got creative with the sticker selection and made custom event stickers with the event logos from the CUC series and Windmill! Everybody loves a free sticker so why not make it extra special!

Recovery Station

New this year, we launched the BE Ultimate Recovery Station featuring our pneumatic compression recovery boots—a fan favorite across all events. These boots use dynamic air compression to help reduce muscle soreness, improve circulation, and speed up recovery after long days on the field. Players could drop by with a teammate between games or after the final whistle to reset and recharge.

A year for the books

Another year of BE Ultimate’s on-site events has come and gone! We’re grateful to have attended tournaments across Canada and even ventured into Europe. Our amazing partners—Ultimate Canada, BC Ultimate, and Windmill—hosted fantastic events that allowed us to connect with the Ultimate community while delivering high-performance, custom apparel.

We can’t wait for 2026! Expect more events, more merch, and more on-site engagement!

We'd Love to hear from you

We’re always looking to make your event experience better. Whether you missed your size, have design or product suggestions, or ideas for what you’d love to see next year, we want your feedback!

Fill out the Event Experience Survey for a chance to win a GridTech Tracksuit —your input helps shape the way we show up at tournaments across the country and beyond!

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Don't Forget to Check out the 2025 Event Best Sellers collection that is now live!

For the first time ever, get another chance to purchase the top sellers from each of our 2025 events! 

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