For this project, I led garment design, visual campaign creative direction, and in-arena activation design. The campaign became SANA Detroit’s most successful collaboration with a major sports team and featured sold-out ticket packages, a line that wrapped around Little Caesars Arena, and a completely sold-out collection during the one night pop-up.
In developing the garment collection headlined by a SANA branded jersey, I looked to the rich aesthetic history of the Detroit Red Wings and pulled from the off-white color that was featured in the earliest iterations of their jersey.
The goal was to create a campaign that captured both the poise and personality of the Red Wings players, who were on an exciting, high-energy streak, while also showcasing Fritz, an influencer known for his signature wholesome Michigan style and dedicated fan base. By blending the recognizability and relatability of the Red Wings players with Fritz’s viral content style, we were able to drive massive engagement and buzz for the collaboration.
