MY ROLE: Creative Direction, Apparel Design, Art Direction, Apparel Graphic Design

PROJECT CHALLENGE: Create a value price point NBA licensed collection for sports retailers that was streetwear directional in its styling. This needed to be styled in a way as to not compete with tradition price point fan gear collections.

I chose the name “Static” for its multiple meanings: its reference to disruption, its reference to court competitor “trash talk”, and is visual reference to the bold heather fabric textures that were trending at this time.

RESULTS: 40K new incremental finished units in year one plus addition domestic chase unit revenue / Establishment of a new annual inline category opportunity / the success of this collection gave rise to other directional collection opportunities for larger SMU clients.

Below is the video I put together to present the initial concept at Design review I. I knew I’d never be allowed the time to get through a deck as the internal mindset was fashion collection only belonged in Adidas Original branding. Also SKU count was the priority of the day so there was plenty of pushback on entertaining the idea of new line items. However I saw the potential and decided a video would allow me ability to make the entire pitch without being cut off. I photoshopped all the images to show “style concepts” -
The collection was immediately given the green light after I played the video -

INITIAL TREND BOARD FOR THE COLLECTION

INITIAL MOOD AND STYLE PHOTO MOCK UPS TO ACHIEVE COLLECTION GREEN LIGHT

PRODUCTION SAMPLE PRODUCT DETAILS

CATALOG PHOTO STYLING AND TEAM BREAKOUTS