Valley Threads
A player-designed apparel collection, from interview to sold-out launch.
Apparel Design
Art Direction
Brand Identity
Athlete Collaboration
Client
Phoenix Mercury
Industry
Sports / Entertainment
Duration
Two Weeks
Valley Threads gives Phoenix players a platform to design their own apparel, with proceeds benefiting Valley nonprofits. For the collection's first Mercury release, I sat down with Sophie Cunningham to learn her story, then developed a deck of bespoke graphic elements inspired by her upbringing, career, and personal style. She chose her favorites, I assembled the final composition live alongside camera crews, and the tee sold out the day it dropped.
Research and Discovery
Before any design work started, I sat down with Sophie at the practice facility and spent about an hour learning her story. We covered everything from her fashion influences and favorite colors to her upbringing in Missouri, personal mantras, and what being a Mercury player means to her. I took all of that back to the drawing board and began translating it into bespoke graphic elements, creating 3 to 5 variations of each concept so Sophie could choose what resonated most. The full exploration was compiled into a pitch deck to present to her live.
The Finished Product
From pitch deck to final product. Sophie selected her favorite elements and I assembled the compositions live in front of her and camera crews. Each graphic on the tee ties back to something from her story.
Bringing it to Life
Once the tee was finalized, we photographed Sophie wearing the finished product at a local bar that fit her personality. The photos and video from the session were used across social media, the team website, and promotional materials to build hype ahead of launch.
Digital Launch Campaign
To support the launch, I created social media graphics for the Mercury's Instagram that combined the photoshoot imagery with elements from the tee itself. The carousel post broke down the story behind each graphic on the shirt, giving fans a closer look at the details.
