MY ROLE: Lead Designer – Product, Creative Director - Marcom
PROJECT SCOPE: Product Design, Product Identity Branding, Campaign Concept, Marcom Design (digital marketing, OOH, retail experience)
TIMELINE: Product development 9 months, Campaign execution 2 weeks
PROJECT OVERVIEW: With the growth of performance apparel in recent years, the Adidas / Reebok brands saw the opportunity to grow revenue by leveraging their pro sports licenses and expertise in building performance apparel to create a uniquely positioned licensed sports performance apparel collection. The product collection targeted a younger professional and collegiate sports fan consumer that valued performance attributes in their apparel. Performance fabrics and construction, licensed team marks, and energized graphics were all incorporated to make this product appeal to the target consumer demographic. The product collection name, branding, and marketing campaign were then all designed to amplify the attitude of the product collection. The product collection was sold at national sports retailers such as Dicks Sporting Goods, Champs, and individual team shops.
CAMPAIGN ASSETS
PRODUCT DESIGN
PRODUCT & CAMPAIGN BRANDING GUIDELINES
PRODUCT & CAMPAIGN INSPIRATION NARRATIVE