The goal wasn’t to create product, it was to create a brand with its own point of view.
I was brought in to lead that vision into reality.
Not a private label. A brand.
Role
Product, Brand & Strategy
Years
2019-2024
Retail
250+Locations
Scale
200+ Products
Building an athletic brand from the ground up.
We built FWD from a blank slate into a national athletic brand, launching across 250+ retail doors and e-commerce in its first year. By the end of year one, it became the #3 athletic brand at Sport Chek.
I led product development and design across the business, translating strategy into cohesive collections that balanced performance, cost, and brand identity, while working closely with merchandising, marketing, and retail teams to bring the product to life.
I built and led the team, establishing how we worked across design, development, and vendor collaboration, creating the structure needed to move quickly while staying aligned.
The Capsules
FWD was built as a wardrobe system — three interconnected capsules, each leaning into its own authentic moment. The structure let the brand pull back or push forward in different parts of the business without losing its identity. One design language. Three distinct worlds.
Projects & Collections
