We noticed a rise in customization to blank garments and saw an opportunity to bring to fans. After consulting with our Senior Buyer on possibilities, we found a solution. Introducing The Patch Bar, a pop-up activation inside State Farm Arena where we invited fans to customize their own authentic rugbys. To elevate the personalization, we collaborated with local illustrator, Peach Hoops, to design a series of custom patches inspired by city references. Fans were able to select their rugby, choose their patches and location, then pick up the finished product.

I led the creative development from concept through execution, managing the artist from creative brief to final approval, designing the store layout and print assets, and managing all multi-channel marketing for promotion.