PDL Leaguewear™ Launch

Traditional team merchandise has often focused on logos and affiliation. This collaboration explored a different opportunity: creating fan apparel that reflects how people actually experience fandom—through identity, style, community, and belonging.

I partnered with Peau De Loup to launch Leaguewear™ through an exclusive capsule collection with the Minnesota Lynx, introducing a gender-expansive fan apparel line designed to challenge traditional sports merchandise through inclusive fits, intentional design, and upcycled materials.

The collaboration served as PDL’s entry point into professional sports and a proof of concept for a larger licensing opportunity with the WNBA. I led partnership strategy and development, shaping the collaboration with the Lynx while managing the relationship and execution across team stakeholders, internal creative teams, product development, and marketing.

Working closely with the creative team, I helped translate the brand vision and team identity into a cohesive product story and managed cross-functional alignment from concept through launch.

Beyond the collection itself, I developed the activation strategy to bring the partnership to life through community-driven storytelling. We created moments centered around real fans, former athletes, and local partners including A Bar of Their Own, while extending visibility through athlete support and organic brand moments such as the Lynx in-arena host, BDOT wearing Leaguewear™ on court.

The collection became a top-performing launch, validating the demand for more intentional, inclusive fan merchandise in women’s sports. More importantly, the collaboration demonstrated how product can become a vehicle for connection—bringing together sport, culture, and community through a more authentic expression of fandom.