During my tenure at the LA Clippers, I helped reimagine the merchandise strategy and established a new e-commerce presence, which more than doubled online merchandise sales.

The strategy encompassed several key collections and strategies.

1. A modern, stylish fit and design strategy.

I reviewed over 100 fabrication samples to ensure our merchandise quality was premium and on trend with what Gen Z and Millennial customers are looking for. Sports fan merch is notoriously low quality. Sports team merch designs are also traditionally logo-driven and lack a fashion-forward approach. I collaborated with strategic design partners to create innovative designs that broke the typical mold and attracted new fans to purchase Clippers merchandise. Overall, I sought to offer Clippers fans something different—quality merchandise that not only looked good but also felt and fit well.

2. Women’s merch was a significant focus.

Recognizing that fashionable style and silhouettes are often overlooked in women’s fan merchandise, I aimed to make the Clippers stand out and become a destination for styles that women would be proud to wear.

3. City Edition Collections that repped our team proudly.

Each year, City Edition uniform design drops are some of the biggest moments in the NBA. My strategy for the Clippers’ 2021-22 City Edition collection drop featured a presale designed to drive sales ahead of the retail on-sale date. The leads generated for the presale had the opportunity to shop the collection before the general public on the day of launch. The ‘21-22 drop strategy generated more online revenue in the first 24 hours than the entire online revenue of all previous City Edition collections.

4. A partnership strategy to drive fandom with the next generation of fans (Gen Z and Alpha).

I partnered with Crenshaw Skate Club on a merchandise collab featuring designer Tobey McIntosh’s custom Clippers gear. 

The collection was sold exclusively online in the Clippers Fan Shop. The drop featured a brand film, a photoshoot with Terance Mann, and generated press from The Athletic, Sports Illustrated, Complex, and LA Times. 

During the week of launch, the collaboration boosted Fan Shop sales by 650%.