US OPEN

For the US Open project, we grounded the art direction in the streets of New York City, using the urban backdrop to underscore the lifestyle dimension of the collection. By moving beyond the confines of the court and into iconic city settings—brownstone-lined blocks, downtown cafés, and late-summer street scenes—we framed the product as part of a dynamic, everyday wardrobe. Performance silhouettes were styled with tailored separates, elevated outerwear, and refined accessories to reflect the rhythm and polish of the city. We also activated our sports ambassadors cross-functionally, inviting them to cultural events and moments beyond their respective sports and dressing them in the more lifestyle-driven pieces. Leveraging their existing fan base in unexpected settings reinforced the idea that sport is not limited to competition—it informs how you move through the world. This approach allowed us to expand the narrative of the US Open collection, positioning it not only as performance apparel, but as an authentic expression of modern, city-driven lifestyle.