To mark the launch of the all-new ESPN app and Hellstar’s 5th anniversary - Complex’s NYC retail space TRANSFORMED into an immersive installation celebrating sports culture and streetwear.
I led concept development, design, and on-site execution for the ESPN × HELLSTAR pop-up at the grand opening of Complex New York.
ESPN x HELLSTAR
COMPLEX NY
CREATIVE OUTPUT
+ CONTENT DEVELOPMENT
The activation fused ESPN’s legacy in sports with HELLSTAR’s streetwear edge, creating an environment that celebrated the two brands as disruptors in their respective spaces. I oversaw all creative, from visual identity and spatial design to live capture and social rollout - ensuring the collaboration felt authentic to both brands.
The activation drew massive crowds lined up throughout the day and culminated in a surprise performance by The Clipse.