Special Olympics
Brand launch, social, event, merch • Client: Special Olympics • Creative direction, copywriting, creative strategy
Michael Jordan and Nike had Air Jordans.
Kanye West and Adidas had Yeezys.
But what about Special Olympics?
For decades, athletic wear has predominantly been designed for, and marketed towards, athletes without disabilities. So when Special Olympics and Parsons partnered to create an inclusive design course targeted at designing for athletes with and without disabilities, we knew we had to give this truly unique collab the attention it deserved.
So, we created BE BRAVE.
To help launch the brand and generate buzz, we teamed up with photographer and former judge on America’s Next Top Model, Nigel Barker, for a live photo shoot event during New York Fashion Week. The shoot exclusively featured Special Olympic athletes and served as the official launch of the brand.
Click each image to view full-size Instagram Story frame.
BE BRAVE isn’t just about fashionable athletic wear.
It’s about celebrating people with disabilities, upholding courage in the face of adversity, and giving these talented athletes a way to look and perform their best every single day.
The Shoot
Our press-only launch event celebrated inclusive design in an exciting way during New York’s biggest fashion event, while also highlighting all the talented students, athletes, and partners from SO and Parsons alike that made BE BRAVE possible.
Daniel Fletcher showing off his signature pose.
Janissa Lloyd in our hooded sweatshirt.
“
LET ME WIN.
BUT IF I CANNOT WIN
LET ME BE BRAVE
IN THE ATTEMPT.
”
- Special Olympics Athlete Oath
Daniel Fletcher sporting a combo of BE BRAVE active wear and swag.
Alfred Ha repping our bucket hat.
Alfred Ha flexing a BE BRAVE athletic jacket.
Larissa Walker in full BE BRAVE athletic wear.
The Press
BE BRAVE partner and event photographer, Nigel Barker, speaks to NBCLX about the Special Olympics x Parsons partnership and the launch event.
The Swag
We also made a limited quantity of swag for the athletes, guests, and the press. The good news: they went like hotcakes. The bad news: I didn’t get to snag any. (I’m still bummed about it.)
BE BRAVE hooded sweatshirt, bucket hat, bumper sticker, tube socks, and water bottle.