AXIS FRANCHISE| DICK’S SPORTING GOODS

The Axis franchise is adidas' largest key item franchise at Dick's Sporting Goods, and I’ve had the opportunity to design the last three iterations, driving millions in sales. Across Dick's locations nationwide, you’ll find entire walls dedicated to Axis shorts, available in heathers, solids, and prints. The design has to perform on the field, yet also appeal to the high school consumer, looking just as good in class as it does during practice. Given its long lifecycle, I always design with iteration in mind—ensuring the short can support stripes, graphics, and prints without losing its relevance. Throughout the creation process, I partner with marketing, development, Concept-to-Consumer, and sales teams to ensure we’re delivering a product that is both market-relevant and commercially viable. The Axis short must deliver strong value at its price point, especially when compared to competitors