Our team was asked to come up with the concept direction and graphic package for the 2018 Crossfit Games. I worked very closely with our product marketing team as well as our strategic partners at Crossfit to drive the assortment in a consumer, trend relevant direction.
In contrast to the previous years graphics, I steered the new design direction towards a less complicated, more wearable vibe.
My goal was to design a collection that would be bold, wearable with only a subtle nod to fitness(not so in your face) — “Hidden in Plain Sight” is the best way to describe it. The result of this was the highest sell through rate to date for this event.