Some brands are built around a product. Others become a movement.

The Sports Bra, the nation’s first women’s sports bar, created a new kind of gathering place—one centered on community, visibility, and the celebration of women’s sports. The opportunity was to translate that same energy into a product experience that felt authentic to the brand.

I partnered with The Sports Bra team to facilitate the development of a premium sports bra that reflected the confidence, personality, and bold spirit of the brand. From concept through creative execution, I helped align product vision, design direction, and brand storytelling to create something that felt like more than merchandise.

I also led creative direction for the campaign and photoshoot, developing a concept that captured the heart of The Sports Bra experience: playful, authentic, and community-driven. The team brought the brand to life inside the bar itself—celebrating the space, the people, and the culture that made it unique.