RED BULL

PRIMARK X NBA

BRAND STRATEGY

NEW YORK

2023

I reimagined the NBA collaboration with Primark by applying behavioural psychology and cultural insight, shifting from repetitive logo designs to a fresh, diverse team lineup, innovative typographic treatments, and unexpected placements—sparking renewed consumer interest and turning the collection into a best-seller.

SUMMARY

I led the strategic repositioning of the NBA partnership with Primark, using human psychology, cultural insight, and data to break free from repetitive logo peices and spark renewed interest.

CHALLENGE

Primark approached me to help bring a fresh branded perspective to their global NBA clothing collections. Consumers were seeing the same teams and styles so often that there was potential for interest to wane. They needed a way to reawaken that appeal without discarding the equity and previous successes of the NBA brand.

SOLUTION

Building on the familiarity people already had, I introduced unexpected team combinations, fresh typographic treatments, and innovative placements, breaking the formula of predictable logo slapping. I took the lead in aligning the entire team—the NBA licensing group, Primark buyers, and designers—traveling to New York under tight deadlines to refine the concept. The result was a best-selling collection that fused fresh commercial appeal with a bold, revitalized creative vision.