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. Through research and interviews, I defined the brand ethos and helped built an identity system that captured disruption, youthful energy, speed, agility, and fame. A jarring surge of electricity cutting right through old traditions, and a design system that breaks as many rules as it maintains.