Justin Jefferson “Scary Hours” Cleat (2025)
Designed a player-exclusive cleat for Justin Jefferson as part of a four-concept PE series for the 2025 NFL season.
Designed a player-exclusive cleat for Justin Jefferson as part of a four-concept PE series for the 2025 NFL season.
Goal
Explore the idea of the athlete alter ego—capturing the shift in identity that occurs when an athlete moves from everyday life into competition.
Explore the idea of the athlete alter ego—capturing the shift in identity that occurs when an athlete moves from everyday life into competition.
Approach
Built the concept around the idea of an on-field alter ego, translating intensity, focus, and aggression into the visual language of the cleat. Drew inspiration from early 2000s films like Blade, influencing the sharp geometry, aggressive forms, and overall silhouette.
Built the concept around the idea of an on-field alter ego, translating intensity, focus, and aggression into the visual language of the cleat. Drew inspiration from early 2000s films like Blade, influencing the sharp geometry, aggressive forms, and overall silhouette.
Extended the concept into the branding by reworking the logo into a more evolved, aggressive version—mirroring the psychological shift that defines elite performance. Ensured all design elements reinforced this sense of transformation, creating a cohesive and immersive identity.
Early Samples
Outcome
Delivered a concept-driven design that connects performance footwear with athlete mindset, using storytelling and form to express identity on the field.
Delivered a concept-driven design that connects performance footwear with athlete mindset, using storytelling and form to express identity on the field.