Where performance meets modern lifestyle - across golf, active and athleisure
At Active Apparel Group, I led concept strategy and product design direction for some of the most recognized names in performance, active and golf apparel. The work went beyond seasonal product - it was about building brand-specific creative frameworks that gave each brand a clear DNA, a consumer-relevant story, and a design system they could scale.
BRANDS
Peloton · TaylorMade · Sun Day Red · ASRV · Johnnie-O · Boggi Milano · Nordstrom .
Each brand required a distinct creative language and commercial framework, spanning men's & women's active & training, golf lifestyle, performance and commuter wear categories.
SELECTED BRAND WORK
Peloton
ACTIVE PERFORMANCE - WOMEN & MEN’S - GYM & STUDIO - RUNNING
Led concept strategy and product design direction for Peloton apparel - translating the brand's performance-first identity and passionate community culture into cohesive seasonal collections that balanced technical function with modern lifestyle dressing.
TaylorMade · Sun Day Red
GOLF PERFORMANCE - WOMEN’S & MEN’S LIFESTYLE
Developed concept strategy and seasonal design direction for TaylorMade and Sunday Red (womens) golf apparel - building creative frameworks that elevated both brands' positioning in the competitive golf performance and lifestyle market.
Johnnie-O
GOLF PERFORMANCE - WOMEN’S/ MEN’S ACTIVE LIFESTYLE
Led seasonal concept and design direction for Johnnie-O - developing collections that captured the brand's signature blend of East Coast prep heritage, California ease and on-course performance.
Boggi Milano - Commuter Wear Strategy
ACTIVE - WORKWEAR - COMMUTER WEAR - ATHLEISURE - MEN’S & WOMEN’S - WHITE SPACE OPPORTUNITY
Conceived and developed a commuter wear and athleisure strategy for Boggi Milano (women's) identifying significant white space at the intersection of RTW, workwear and active lifestyle. The concept bridged performance functionality with elevated modern dressing, spanning both genders and reflecting the broader casualization shift reshaping how consumers dress today.
Fabric Innovation Concept Capsule
In collaboration of Fabric Director and CCO, led the design and visual story telling of the quarterly fabric Innovation Concept Capsule - translating emerging material trends into compelling visual narrative used by the sales team to pitch and educate brands partners across AAG portfolio.
The Cooling Capsule
Lightweight, breathable, UV-protective fabrics - visual narrative highlighting new material trends, commercial applications and fabric franchise opportunities.
Performance Innovation
INNOVATION & RESEARCH: STAYING CLOSE TO WHAT’S NEXT - AND KNOWING HOW TO INCORPORATE IT IN DESIGN DEVELOPMENT AND BRING TO MARKET.
Part of the work at AAG was keeping a close eye on where materials and fabric technology were heading. Emerging technologies were evaluated, curated, and introduced to our partner brands - translating technical breakthroughs into commercially viable product stories.
The goal was always the same: identify what's genuinely new, understand the problem it solves, and build a clear case for how it elevates the product.
