unironically loving this design update from @rothys — the halo on the heel is a great “if you know you know” easter egg, but pulling the signet through from the graphic expression into the product design is a deft touch
there’s a comfort in a brand alluding to the notion that our progress (especially in physical pursuits) isn’t always linear. in our current landscape, that feels really special
just being inundated with the perfection chasing, ultra-curated Alos, Lululemons, Equinoxes, etc. of the world, something about a performance brand that has a sincerity of looking inward for motivation is really something
this takes all of the energy and culture building from the Raptors’ #WeTheNorth campaign/identity and turns it up to 11. solidifying fandom and fanaticism by giving your biggest supporters a literal piece of the club’s success is so so special.
So excited for my new colleagues! Our industry notoriously skews more white, so I'm excited at the new points of view @SidLee has added to our talented team. There's more work to do, but I'm excited by the addition of these broader, more diverse perspectives.