This was a pet project of mine. I defined and named a minimalistic design philosophy that will guide and inspire the direction of racquet sports. I capitalized on that momentum to introduce new packaging for performance rackets that reflected the brand strategy and the symbiotic relationship between the brand and athletes. This new direction allowed us to remove the other sponsors’ names from the design.

All the athletes and their management approved the design direction in weeks without any changes, which is unheard of in the industry. "Best in twenty years." from the global field teams.

This led to supervising retail environment redesigns for the US and shop-in-shops in Europe and Asia and providing brand consultation to the apparel team.

Overall sales of the performance line have grown from 26.1% to 33%.