Beyond Footwear | Fitness & Wellness

Company
Sport Chek / Canadian Tire Corporation

Role
Design Manager · Technical Design Lead

Context
In my role as Design Manager at Sport Chek and Canadian Tire, I expanded my design work beyond footwear to wellness and fitness products. I led the Evoke brand at Sport Chek and the successful launch of the Wake fitness brand at Canadian Tire, overseeing 100+ SKUs. Working with a team of internal and freelance designers, I developed seasonal colour palettes, graphics, and product direction, while collaborating with engineers and factories to assess product quality and recommend design improvements for function and feel. I also partnered with the brand team to ensure a consistent story across packaging and product, testing prototypes and incorporating customer feedback to curate meaningful, cohesive collections.