The Los Angeles Kit

Role: I worked closely with the ACFC brand and community teams to define the vision and creative direction for the 2025 secondary jersey—an effort that began nearly a year and a half ahead of launch. My role included co-developing the creative brief for Nike, facilitating art approvals, and ensuring all partnership and contractual assets were delivered on time and in alignment with our brand values.

The intention from the start was to design a kit that embodied the resilience, strength, and layered identity of Los Angeles. In an unexpected turn of events, the jersey's theme took on even greater meaning when devastating winter fires struck just weeks before launch—making the storytelling feel even more timely and impactful.

Before my departure from ACFC, I finalized a go-to-market strategy for the team to implement, complete with a community-first narrative, retail rollout strategy, and marketing playbook.

The result was a jersey that resonated deeply with the heartbeat of LA, symbolizing a collective spirit that refuses to be broken.