Reebok CrossFit Graphic Direction FW13

2015
Art DirectionGraphic DesignPrint Design
CrossFit begins with a belief in fitness. The aim of CrossFit is to forge a broad, general and inclusive fitness. It is a program that will best prepare trainees for any physical contingency — not only for the unknown, but for the unknowable. CrossFit is also the community that spontaneously arises when people do these workouts together. In fact, the communal aspect of CrossFit is a key component of why it’s so effective. 
 
I was fortunate enough to be a part of Reebok's partnership with CrossFit for a number of years working as a graphic designer at Reebok. The process work below is a small cross-section of some of the graphic and creative direction I worked on for the FW13 season of CrossFit apparel, footwear, and graphics.
 
 
PHOTOS OF FINAL CROSSFIT PRODUCT (APPAREL & FOOTWEAR)
 
CrossFit athlete Josh Bridges wearing a tee from the collection I worked on:
Example of how the graphic direction applied to footwear as a PU molded overlay:
CONCEPT AND ART DIRECTION
The following section are some initial concept sketches and ideas for how graphics could play an integral and functional part of CrossFit Apparel:
Photoshop mock-ups of some initial graphic direction:
The final graphic and color application for men's and women's compression wear:
GRAPHICS (FOOTWEAR & PATTERNS)
Additional logos and t-shirt graphics:

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