MLS
SERVICES
Creative Direction
Art Direction
Product Storytelling
YEAR
INFO
Since joining the adidas Football design team, I have led our creative efforts with Major League Soccer, helping shape the identity of a young league as it continues to define its place within the global football landscape. Working alongside my team, I’ve helped establish a creative foundation for MLS and its clubs to build upon, bringing colour and energy to the American sports landscape, validating regional stories, and shaping the creative direction of the partnership season after season. The ambition has been to create a space that feels distinctly American, while giving the league the credibility and creative confidence to stand on its own within global football.
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That means looking beyond individual seasons and products to consider what the league could become. We’ve developed new concepts such as MLS Archive to create space for the league to reinterpret its history, while continually exploring new ways for clubs to express their identities and connect with their communities. The work extends beyond the studio. Each year, I travel across the US to meet with MLS and club stakeholders, presenting and selling in ideas, building relationships and aligning partners around a shared creative vision. It has given me a front-row seat to a league in the process of defining itself and the opportunity to help influence what that definition becomes.
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For me, the most exciting part is the possibility of building something that didn’t fully exist before: a distinct visual and cultural space for American football, shaped by its own history, its own communities and its own future.
