The Grind

Capsule

Collection

Art Direction & Graphic Design

2014

The Grind Collection was created to allow adidas' Sports Licensed Division to sell
a range of products in a market that was void of licensed sportswear. Upon
identifying this opportunity we set out to create a collection that bridges the gap between streetwear and fan gear.

My role was to oversee every aspect of this project, beginning with the initial creative direction. I worked alongside the design team to create graphic tees, headwear, finished styles, and accessories. To gain the support of the Merchandising Team, we created a video and an in-depth presentation to educate them on this channel’s target consumer.