On April 20, 2020, we launched the disruptive Men's category for the Fabletics brand. I led the creation of all Men's brand, e-commerce, editorial and marketing content for a full 3 years, and helped grow the business into a juggernaut, with sales totaling $20 million in our first year, and then increased to $60 million in 2021, and closing out the 2022 calendar year with a whopping $120 million in revenue. During my tenure as Creative team lead for the Men’s category, I built out the full roster of talent, managing the team of 6 people, and was responsible for the leadership, guidance and mentorship of younger team members across the entire Men’s category, including Marketing, Design and Merchandising functions.
The following pages showcase the Fabletics Men Brand Book that we created for launch, in service of disrupting the activewear industry, and making a name for ourselves in an otherwise crowded space.
Additional spreads from the Brand Book.
To support the Brand Book, I also created the Fabletics Men branding guidelines and toolkit. This was instrumental in creating clear boundaries for the category, insuring that we showed up properly across all brand touchpoints, while differing slightly from the Fabletics Women’s creative guidelines.