Simons X PDL WNBA & NSL Leaguewear™ Launch

Women’s sports fandom is growing—and fans are looking for merchandise that reflects the way they actually show up: with style, identity, and a deeper connection to the teams and communities they support.

I partnered with Peau De Loup (PDL) to bring PDL Leaguewear™ to market through a first-of-its-kind retail partnership with Simons, expanding access to licensed women’s sports apparel across Canada through both in-store and online channels.

My role centered on building the partnership strategy, aligning rights holders, and guiding the collaboration from concept through launch. I worked across the WNBA, Northern Super League, and Canadian Soccer Players Association to develop opportunities, manage relationships, and create alignment between league partners, retail stakeholders, and internal creative, product, and operations teams.

Together, we launched a collection designed to redefine traditional sports merchandise—combining inclusive fits, intentional design, and upcycled materials to create apparel that lives beyond game day. PDL Leaguewear™ was built around the idea that what fans wear is an expression of who they are, what they value, and the communities they belong to.

From partnership development through execution, I helped translate brand vision into a scalable retail program—managing stakeholder communication, timelines, feedback loops, and launch coordination to bring the collection to consumers.

The result was a new retail pathway for women’s sports merchandise, creating more opportunities for fans to engage with the teams, leagues, and stories they care about through products that feel authentic, accessible, and culturally relevant.