1 - Objective:

Old School Labs is a sports supplement brand centered around bodybuilding’s heyday in the 70s and 80s (think Arnold Schwarzenegger in Pumping Iron).

After I orchestrated its rebrand to transform it into a retro-modern brand, I laid out the foundation to set it up to become a lifestyle brand. Creating the brand’s clothing and merchandise line was the natural next step.

2 - Strategy:

• Identified a huge opportunity in tapping into the growing affinity for retro aesthetics in fashion, which perfectly fit the brand’s identity.

• Pulled hundreds of references from photos and movies of the past, spanning from the 50s to the 90s, and used them as inspiration in combination with modern-day design practices.

• Prioritized creating pieces that were very wearable, even outside the gym. The goal was for these pieces to not only exude creativity and style but also communicate the brand’s identity and lifestyle, evoking a nostalgic and uniquely Old School Labs feel.

3 - Execution:

A. Creative Vision:

• Led the creative direction of the line, ensuring all designs reflected the retro-modern aesthetic.

• Worked closely with designers to ensure the pieces were in line with the creative vision.

B. Drop Strategy:

• Implemented an online drop strategy to build anticipation and drive sales, similar to the strategy I used in Old School Labs’ Black Friday 2022 campaign.

4 - Results:

• The merchandise line was a big hit with the community, receiving remarkably positive feedback.