Beyond Footwear | Fitness & Wellness
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.
Beyond Footwear | Snowboarding
As Design Manager at Sport Chek, I expanded my work to snow sports, overseeing a team of freelance designers on projects ranging from snowboard goggles, helmets, and bindings to snowboards, including graphics and color direction. I led the development of snowboard boots across a three-tier program—from entry-level to high-performance technical—to compete with industry leaders like Burton. For kids, we introduced a fun starter snowboard and boots with a unique “grow-with-your-feet” feature, allowing them to be worn for multiple seasons. The goal was accessible, thoughtfully designed products for families and newcomers to snowboarding, combining functionality, durability, and engaging design to make the sport more approachable.
