I had the opportunity to name and define a minimalist design philosophy to guide and inspire the future of racquet sports. Building on that foundation, I introduced new performance racquet packaging that reflected both the philosophy and the brand strategy, about the symbiotic relationship between Wilson and its athletes.

This new direction allowed us to remove all other sponsors’ names and logos from the designs.

All athletes and their management approved the direction within weeks. Without a single change, virtually unheard of in the industry. “Best in twenty years,” according to global field teams.

The success extended into retail, leading to redesigned environments across the U.S., shop-in-shops in Europe and Asia, and brand consultation for the apparel team.

The performance line went on to achieve 33% sales growth, a clear signal that the new design direction resonated from shelf to court.