Sports Promotions Group is one of the world’s leading brand activation agencies, partnering with global powerhouses like Nike, Adidas, Jordan Brand, and more. I led a visual identity refresh to support their continued growth and expansion into new markets.

After research and interviews, my approach was to capture the spirit of electrifying the traditional event retail experience. I felt the brand needed to be distinct, modern, powerful, and in mid-sprint, attributes inspired by the energy and ethos of both high-level athletics and SPG itself.

I also wanted a flexible color and texture palette, built to pair seamlessly with partner brands while pushing beyond conventional branding norms. The brand and the people at SPG play by a different set of rules, very disruptive and youthful.