Coming Soon. Full case study.

Client: REEBOK / UFC

Scope: Directly responsible for Art Direction, Fighter Strategy, Story Telling, Consumer Strategy, Illustration, Apparel Graphic Design

Legacy Series Walkout Program and Fight Night Collection

http://www.reebok.com

http://www.ufcstore.com

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The premier tier and headliner of the new Fight Night collection is The Legacy Series which marks the biggest update to the current UFC athlete apparel by allowing for any athlete competing in the main event of a UFC PPV event or competing in a championship bout to co-design and wear a UFC Walkout Jersey that is customized to their specifications. Athletes work directly with us to collaborate on a design that is featured on their own personalized UFC Fight Night Collection Legacy Series Walkout Jersey. The resulting products are  available to fight fans for purchase for a limited time around each event.

We were tasked with spearheading fighter strategy, art direction and design for both the scripted jersey for The Fight Night Collection and more importantly the Legacy Series walkout jerseys; which will continue to rollout through the end of 2017 and into 2018. The goal of the Legacy Series is to capture each athletes individual personality through great design. 

Stay tuned for more updates.

LEGACY SERIES WALKOUT JERSEYS

“It was a great experience to be one of the first UFC athletes to take advantage of the Legacy Series with Reebok, speaking directly with the designers at different points and collaborating on what I thought best represented me as a UFC athlete. This is a very special fight for me and this experience really elevated that.”
— Demetrious Johnson - Forbes Magazine

FIGHT NIGHT COLLECTION

The Fight Night Collection introduces upgraded versions of a scripted UFC walkout jersey, walkout hoodie, Octagon shorts and hat.