Defining a New Era of Men’s Activewear
As Head of Creative for Fabletics Men, I led the launch and creative development of the brand’s new men’s category from inception through rapid scale. My role encompassed creative direction across brand identity, campaign development, e-commerce, editorial storytelling, marketing, and visual systems that helped establish the category within the highly competitive activewear space.
Over a three-year period, I built and led the Men’s creative team, overseeing talent, production, campaign execution, and cross-functional collaboration across marketing, merchandising, and design. The work helped shape the visual identity and positioning of Fabletics Men during a period of major growth, evolving the category from launch into a nine-figure business.
CREATIVE DIRECTION FOR FABLETICS MEN
On April 20, 2020, we launched the disruptive Men's category for the Fabletics brand. I led the creation of all Men's brand, e-commerce, editorial and marketing content for a full 3 years, and helped grow the business into a juggernaut, with sales totaling $20 million in our first year, and then increased to $60 million in 2021, and closing out the 2022 calendar year with a whopping $120 million in revenue. During my tenure as Creative team lead for the Men’s category, I built out the full roster of talent, managing the team of 6 people, and was responsible for the leadership, guidance and mentorship of younger team members across the entire Men’s category, including Marketing, Design and Merchandising functions.
The following pages showcase the Fabletics Men Brand Book that we created for launch, in service of disrupting the activewear industry, and making a name for ourselves in an otherwise crowded space.
FABLETICS MEN: BRAND BOOK
Additional spreads from the Brand Book.
FABLETICS MEN: BRAND TOOLKIT
To support the Brand Book, I also created the Fabletics Men branding guidelines and toolkit. This was instrumental in creating clear boundaries for the category, insuring that we showed up properly across all brand touchpoints, while differing slightly from the Fabletics Women’s creative guidelines.
