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.
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The problem
Licensed products often look like afterthoughts. For this collab, we needed to deliver something fans would be proud to wear and athletes would trust.
The solution
Designed each piece as if the hero built it themselves
Used subtle storytelling in color, texture, and finishes
Directed packaging, campaigns, and rollouts timed with film releases
Balanced Marvel’s energy with Hayabusa’s performance-first brand
The impact
Nearly doubled business the year of launch
Sparked a multi-phase partnership with Marvel
Expanded brand reach. Fans discovered Hayabusa through Marvel, stayed for the quality
Set a new standard for licensed training gear
Why it mattered
This collab showed that licensed products could feel elevated. We matched Marvel’s level without compromising Hayabusa’s identity.
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.
