Concept:

Pretty + Gritty. Make Space for HER in a male-dominated sport. She’s not just “borrowing from the boys”, she’s creating an entirely new genre of sport-style that’s all her own. She doesn’t dumb down her style on the court, she brings her whole self.

The new generation of baller is young, creative, and expressive. To them, the game isn’t just a sport, it infiltrates every aspect of their lives: from entertainment to social to performance and offers an avenue for creativity and self-expression
They play for the love of the game and what it gives back to them - an escape from their chaotic reality, life lessons like teamwork, work ethic, discipline and the community they become a part of.

Distro Tier: Better Level

Target Markets: US, EU

Target Consumer: The Athlete

Key Account Distro: JD, DTC

Material Direction: Woven nylon, mesh, french terry, cotton jersey

Color Direction: Q1 Twilight/Daybreak +Q2 High Noon/Heat Shift