MARVEL X HAYABUSA
HERO GEAR DONE RIGHT.
Case Study
MARVEL X HAYABUSA
HERO GEAR DONE RIGHT.
Case Study
MARVEL X HAYABUSA
HERO GEAR DONE RIGHT.
Case Study
ROLE
ROLE
ROLE
Creative Direction, Product Design, Campaign Design, Packaging Design, Stakeholder Approvals, Brand Consistency.
Creative Direction, Product Design, Campaign Design, Packaging Design, Stakeholder Approvals, Brand Consistency.
Creative Direction, Product Design, Campaign Design, Packaging Design, Stakeholder Approvals, Brand Consistency.
Created a premium Marvel training gear line built for real athletes, not just fans. Designed in-universe products, kept branding subtle, and drove nearly double the expected sales while securing a multi-phase partnership renewal.
CHALLENGE
CHALLENGE
CHALLENGE
Most licensed gear is lazy. You slap a logo on it, push it out, and hope fans bite. This line had to do better. It needed to feel like something serious athletes would actually train in. The gear had to be premium, wearable, and still feel like Marvel without screaming it.
Most licensed gear is lazy. You slap a logo on it, push it out, and hope fans bite. This line had to do better. It needed to feel like something serious athletes would actually train in. The gear had to be premium, wearable, and still feel like Marvel without screaming it.
SOLUTION
SOLUTION
SOLUTION
We designed each product as if the character made it themselves. Every detail had purpose, color, stitching, finish. Nothing was just for show. The branding stayed subtle so the gear still looked clean on the mat.
The campaign followed the same logic. We leaned into story, timed key launches with movie drops, and made the gear feel real.
We designed each product as if the character made it themselves. Every detail had purpose, color, stitching, finish. Nothing was just for show. The branding stayed subtle so the gear still looked clean on the mat.
The campaign followed the same logic. We leaned into story, timed key launches with movie drops, and made the gear feel real.
OUTCOME
OUTCOME
OUTCOME
The Result
The launch nearly doubled revenue that year. Marvel renewed the partnership and gave us room to expand. We didn’t just pull in fans, we brought in serious athletes who stuck around for the product. The line proved licensed gear could be more than a gimmick.
The launch nearly doubled revenue that year. Marvel renewed the partnership and gave us room to expand. We didn’t just pull in fans, we brought in serious athletes who stuck around for the product. The line proved licensed gear could be more than a gimmick.
My Role
Led concept direction and product design
Designed the visual identity and campaign system
Directed packaging, campaign visuals, and launch rollout
Worked directly with Marvel’s brand team to lock approvals
Kept quality and consistency tight across every touchpoint
My Take
This project clicked for me on every level. I grew up on these stories, so building gear that honored them felt personal. It pushed me to balance fan service with real product performance, and I loved walking that line. Seeing the reaction from both athletes and fans made the long hours worth it.
This project clicked for me on every level. I grew up on these stories, so building gear that honored them felt personal. It pushed me to balance fan service with real product performance, and I loved walking that line. Seeing the reaction from both athletes and fans made the long hours worth it.
GALLERY
GALLERY
GALLERY
SIMILAR WORK
SIMILAR WORK
SIMILAR WORK
All brand names, logos, and assets are the property of their respective owners. Shown here for portfolio purposes only to demonstrate my role in past projects. Not for commercial use.
All brand names, logos, and assets are the property of their respective owners. Shown here for portfolio purposes only to demonstrate my role in past projects. Not for commercial use.
All brand names, logos, and assets are the property of their respective owners. Shown here for portfolio purposes only to demonstrate my role in past projects. Not for commercial use.