NFL Beyond Sunday

The Opportunity

Launch Levelwear’s first NFL collection while establishing a more elevated, design-led point of view within licensed sportswear. The goal was to move beyond traditional fan apparel and create a platform that could connect sport, style and culture.

The Strategy

We created Beyond Sunday as an ongoing platform exploring how team identity extends beyond game day. The platform launched with House Colors, translating familiar team codes into a contemporary visual language through refined silhouettes, cinematic imagery and references to stadium light, memory and fan culture. Subsequent chapters gave each collection its own expression while remaining part of one cohesive brand world.

My Role

Creative strategy and direction across the NFL launch, from defining the Beyond Sunday platform and campaign architecture through concept development, photography, film, styling and omnichannel rollout.

Drop 1: House Colors

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Prior to launch, wild postings were posted in urban areas of key markets Toronto, Montreal, Vancouver with a simple QR code linking to landing page with teasers of new designer brand collections.

Prior to launch, wild postings were posted in urban areas of key markets Toronto, Montreal, Vancouver with a simple QR code linking to landing page with teasers of new designer brand collections.

Photography: Matt Watkins, Kyle Wilson
Director: Sean Cartwright
Creative Director: Christine Kwan
Art Director: Grace Boivin
Editorial: Ben Kriz
Fashion Direction: Andy Chitty
Styling: Chunyu Yuan, Bridget Pineda
HMU: Emanuela Farano