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Re: (bound) (fresh) is an everyday athletics collection in mock collaboration with the WNBA. When creating this collection I was inspired by uniforms across the sports industry both modern and vintage. The silhouettes take inspiration from the style lines and materials of a uniform but are not intended to be used as such. They are comfortable by nature of the materials but are not designed with the sole intention of athleisure. There is wonderful innovation and discovery within sportswear and I don't see the world of athleisure diminishing anytime in the near future. I am interested in reshaping what athleisure has come to mean and intend to challenge consumer expectations of athleisure. The designs are fashion-forward with elevated and playful design details. They are interchangeable, modular, colorful, and celebrate the expanding world of women's sports.
ReboundEviePowers2024-compressed.pdfFull PDF of Collection
EviePowersTechpacks.pdfFull Tech Packs
This collection was part of a semester-long project in collaboration with Primark to create an imagined licensing collection for the brand. This project was largely focused on research and technical work such as flats and tech packs. Throughout this project, I study current trends, upcoming trends, and marketing tactics all while creating a collection that unifies my research to my chosen licensing partner.
Moodboard
Moodboard
Initial Sketches
Initial Sketches
Trendboard: Sport-court Refresh
Trendboard: Sport-court Refresh
(genderless, elevated, athletic, clubhouse, innovative, inclusive)
(layers, separates, oversized pieces, baggy pieces, neutrals with a pop, emphasis on accessories)
Streetstyle
Streetstyle
Melbourne, Sep 2024
Seoul, Aug 2024
Paris, Sep 2024
Copenhagen, Aug 2024
Runway
Runway
Lacoste S/S '25
Stella McCartney, S/S '25
42.5 S/S '25
Miu Miu, S/S '25
Kim MacFarlane, S/S '25
Baum Und Pferdgarten, S/S '25
Zimmerman, S/S '25
Celebrity
Celebrity
Renee Rapp, Oct 2024
Billie Eilish, Oct 2024
Ambika Mod, Oct 2024
The Japanese House, Aug 2024
Licensing Partner
Licensing Partner
- Familiar but new
- Women’s sports are gaining popularity
- Watchers of women’s sports respond well to brand sponsorships
- Relevant to Primark demographic
- Designs and logos would be highly marketable
- Opportunity for variety that would be easy to reproduce
- Sports culture is popular within celebrity & pop culture currently
“Deloitte forecasts that in 2024, for the first time, women’s elite sports will generate a revenue that surpasses $1 billion — a 300% increase on the industry’s evaluation in 2021.” (CNBC)
Phoenix Mercury, 2024
Megan Thee Stallion with NY Libery 2024 Championship Trophy
Example of Previous clothing and sports collaborations
Example of Previous clothing and sports collaborations
Gucci x Adidas 2021
69% of Women’s World Cup fans believe brands are more appealing when they participate in sports sponsorships—that’s 15 points higher than the general population—and those feelings tend to translate into concrete actions.” (Nielsen)
“After seeing WNBA sponsorships during a game, 44% of WNBA fans claim to have visited the brand’s website and 28% claim to have bought something from the brand—compared to 36% and 24% of NBA fans surveyed for the same sponsorship responses.” (Nielsen)
Berksha x NBA 2021
Team USA x Ralph Lauren, 2024
Fabrics and Trim
Fabrics and Trim
French Terry
Knit Diamond Mesh
Flat-back Dimple Mesh
Double Knit Ponte Jersey
Rib Knit
ITY Jersey
Aluminium Zipper
Polyester Invisible Zipper
Polyester Drawstring
Plastic Cord Pull
Brass Snaps
1.5" Elastic
Technical flats with colorways
Technical flats with colorways
Illustrations
Illustrations
watercolor on paper, digitally scanned
Tech-Packs
Tech-Packs
flats, callout, spec sheet, grading sheet, BOM, construction sheet, packaging and label
EviePowersSweatshirtTechPack.pdfEviePowersSweatpantTechPack-compressed.pdfMarketing Pitch
Marketing Pitch
At Games
Sponsoring the WNBA with joint advertisements during WNBA games, billboards and graphics outside the arenas, and advertising on the uniforms/court.
** Vogue, Elle, Harper’s Bazaar and Essence have reported on WNBA street style**
Social Media
TikTok, Instagram, and YouTube content with WNBA players, including short interviews, BTS footage, and incorporating the current social media trends with the WNBA. Posts from Primark and the WNBA accounts. Primark content focuses on the players and the WNBA content focuses on the clothes to get more integration.
** Women’s basketball was included 3 times on NYT’s Most Stylish People 2024 list**
Players' Street Style
Style WNBA pre-game outfits with the Primark collab clothes. Style the coaches in select pieces during games.
IN STORE DISPLAYS
Signage, posters, and cutouts throughout the store feature WNBA players in the collab collection. Include different teams. Use this as an opportunity to show different styling options.
Window displays that are dynamic with lots of movement to emphasize the sport inspiration.
Shapes and lines that mimic game plans and the lines on a basketball court
Bright colors that correlate to the colors in the collection
Clothing displayed by team colorway
Minimal and spaced out, not overcrowded. Have related non-clothing merchandise such as shoes, water bottles, socks, sweatbands, notebooks, etc.
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