MY ROLE: Creative Direction, Apparel Design, Art Direction, Apparel Graphic Design
PROJECT CHALLENGE: Create the coaching staff and players apparel collection platform to be used by all teams in the National Hockey League. Each piece needed to have hockey specific performance benefits. Some styles would have a pro and a retail version while others would be shared across pro and retail. The collection as a whole would need to tell a cohesive story though fabric, design language, and graphics. Color blocking and graphics would also be leveraged to drive domestic chase style opportunities. This was also the first year to introduce a player specific ‘training’ range called TNT - which was to be used to service player travel and training needs as well as target a younger retail consumer.
RESULTS: 15% Revenue growth YOY for the collection / Successful launch of the “TNT” (Travel-n-Training) sub collection / Establishment of the signature technical design and performance benefits of the rink jacket
EARLY EXPLORATION OF FUNCTIONAL VENTING ON KEY STYLES
EARLY EXPLORATION OF SIGNATURE DESIGN LANGUAGE AND COLOR BLOCKING
TREND ANALYSIS OF CURRENT MARKET PATTERN PRINTS
COLORADO AVALANCHE COACH DURING WARM UP SKATE AT THE STADIUM SERIES EVENT
COLORADO AVALANCHE COACH AND EXECUTIVE DURING PRESS CONFERENCE AT THE STADIUM SERIES EVENT
LA KINGS ATHLETIC TRAINER BEHIND THE GAME BENCH
LA KING EQUIPMENT MANAGER AT WORK
NHL PLAYERS DURING PRE-GAME WARM UP
