Role:
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.
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 10 16" xmlns="http://www.w3.org/2000/svg"><path d="M 0 14.113 L 6.113 8 L 0 1.887 L 1.886 0 L 9.886 8 L 1.886 16 Z" fill="rgb(206, 0, 0)" height="16px" id="mtJoq6SEq" width="9.885999999999967px"/></svg>)
The 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.
The Work
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.
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
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.
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.
