During the pandemic adidas began working with Alex Taylor, founder of Hoop York City on a multi-season women’s capsule collection of Basketball APP and FTW.

HYC is a women’s basketball community, founded with a mission to solve the gender play gap and create more opportunities for women in New York to hoop, connect and community-build.

As part of my role I was lucky enough to work with Alex directly to build colour palettes, VLP’s and execute her vision across both APP and FTW products within the collection. The first capsule dropped Aug ‘22 and sold out at DTC within hours.