Justin Jefferson “99 Club” Cleat — Rapid Concept (2025)
Developed a player-exclusive cleat for Justin Jefferson following his induction into the Madden 99 Club, capitalizing on a key cultural and marketing moment.
Developed a player-exclusive cleat for Justin Jefferson following his induction into the Madden 99 Club, capitalizing on a key cultural and marketing moment.
Goal
Create a product that amplifies the momentum around Jefferson’s 99 Club status while aligning with Under Armour’s seasonal storytelling—despite final designs already being locked.
Create a product that amplifies the momentum around Jefferson’s 99 Club status while aligning with Under Armour’s seasonal storytelling—despite final designs already being locked.
In Hand
Approach
Identified an opportunity to extend an existing concept, “The Bag,” a chrome silver cleat with oversized laces, into a new expression tied to the 99 Club milestone. Leveraged available gold material stock to quickly translate the design into a gold version—avoiding the need for custom development and eliminating production delays.
Identified an opportunity to extend an existing concept, “The Bag,” a chrome silver cleat with oversized laces, into a new expression tied to the 99 Club milestone. Leveraged available gold material stock to quickly translate the design into a gold version—avoiding the need for custom development and eliminating production delays.
Moved quickly from concept to confirmation sample, ensuring the cleat could be delivered before the start of the NFL season.
Outcome
Delivered a timely, narrative-driven product that aligned with a major athlete moment, demonstrating speed to market and the ability to create impact outside of the standard product calendar.
Delivered a timely, narrative-driven product that aligned with a major athlete moment, demonstrating speed to market and the ability to create impact outside of the standard product calendar.