Identity design for Athleta x Allison Felix

In 2019, Allyson Felix became Athleta's first sponsored athlete. This collaboration came together in part for mutual responsibility and respect of female athletes who are also mothers. Allyson Felix is one fo the most decorated United States track and field athlete. Additionally, she is a mother and activist for female athletes. This sponsorship represented progressive values within the world of retail and sports. My role, with the Athleta design team, was to come up with an identity for this partnership. We went through different rounds of exploration and ideation. Here you will find three final ideations of the Allyson Felix and Athleta sponsorship.