Arizona CoyotesBrand direction, collaborations

Having always wanted to work for a major sports team, I was presented with the role of Brand Director for the NHL's Arizona Coyotes; a team I've been watching since I was a kid. My main initiative was to establish, launch, and grow a lifestyle brand within the team's brand DNA, collaborating with renowned RHUDE founder & designer Rhuigi Villaseñor. I led the creative direction, art direction, production, and distribution of the brand, focusing on local activations, fashion partnerships, and product placement to foster awareness of the initiative. My strategic approach ensured the collection was launched successfully and sold exclusively through Fanatics, making us the first team to do so in the NHL, significantly boosting the brand's visibility and market reach.

This project received widespread media coverage, featured in top publications like ESPN, Complex, Nice Kicks, WWD, and VMAN. The collaboration highlighted my ability to drive high-profile partnerships and elevate brand identity through innovative and strategic branding initiatives.