Justin Jefferson “Game Breaker” Cleat (2024)
Designed a player-exclusive cleat for Justin Jefferson as part of a four-concept PE series, drawing from his interest in gaming and streaming culture.
Designed a player-exclusive cleat for Justin Jefferson as part of a four-concept PE series, drawing from his interest in gaming and streaming culture.
Goal
Translate a culturally iconic gaming reference into a performance cleat, creating a design that resonates with both the athlete and a broader audience.
Translate a culturally iconic gaming reference into a performance cleat, creating a design that resonates with both the athlete and a broader audience.
Approach
Built the concept around NFL Street, using its bold visual identity as the foundation. Incorporated Y2K-inspired textures, flame graphics, and custom “Jefferson” and “Undr Armr” wordmarks designed to reflect the attitude and style of the original game branding.
Built the concept around NFL Street, using its bold visual identity as the foundation. Incorporated Y2K-inspired textures, flame graphics, and custom “Jefferson” and “Undr Armr” wordmarks designed to reflect the attitude and style of the original game branding.
Introduced an interactive element through a color-shifting upper film that transitions from white to orange with heat—referencing the “Gamebreaker” meter from the game.
Balanced graphic storytelling with material execution through layered screen prints and TPU applications.
Color-shift after sitting in the sun.
Color-shift after sitting in the sun.
Outcome
Delivered a culturally driven concept that extends beyond player-exclusive into retail, launching as a limited-edition release for both adult and youth—demonstrating strong consumer appeal and storytelling through product.
Delivered a culturally driven concept that extends beyond player-exclusive into retail, launching as a limited-edition release for both adult and youth—demonstrating strong consumer appeal and storytelling through product.