Kicked off the project with a team of apparel and graphic designers who were eager to uncover the unfiltered sport culture insights that would inform the work. Our decisions were guided and ultimately validated from the athletes mouths. The product team handed off a “loose” brief where the design team could fill in the details based on the insights from the pre-work. The athlete personas we built were so in depth that it included everything SHE needed in her travel bag- from types of hair accessories to their preferred brand of snacks. Based on the acumen built, I had influence on the design, merchandising strategy and image selection for in-store displays. For the first time, the female athlete had designated retail floor space to find the appropriate sport products for competition. The initiative laid the groundwork with our exclusive retail partner, Dick’s Sporting Goods, that we understood the consumer better than our competitors- especially within the space of the female athlete.