Varsity Spirit
Varsity Spirit is a global leader in cheerleading and dance fashion. They are known for their customized uniforms, shoes, and apparel and have a long legacy of school spirit and athletic achievement.
I joined Varsity Spirit in 2024 to launch Varsity, a lifestyle and activewear brand. This was one of the company’s key initiatives to grow the retail business both online and in physical locations.
Varsity
Working with a third-party consumer insights group, we collaborated to create our customer profile. We wanted to capture Varsity Spirit’s current teen customer as well as customer adjacent groups such as parents and college cheerleaders, and dancers.
As the lead designer for this initiative, I managed all aspects of development, including concept, color and fabric development, tech packs, and communication with cross-functional partners in the US and abroad in the Dominican Republic.
The aim was to offer lifestyle pieces that customers can seamlessly wear throughout their day. I designed true activewear pieces that the customer can work out in, as well as styles that transition with her into whatever the day holds.
Varsity launched in January 2024 online and at Jamfest Cheer Super Nationals in Indianapolis, Indiana.
April 2024 was the Summer drop for Varsity. I created a new color palette and a smaller assortment of summer appropriate styles, such as rompers, tanks, and shorts.
