Vic Mensa X Wolverine
Wolverine made a splash in the sneaker market by introducing the 1000 Mile Sneaker - the first ever USA-Made sneaker by Wolverine. In order to attract a new target audience in this category, we partnered with a passionate collaborator that not only aligned closely with Wolverine’s core DNA, but also resonated with a youthful, sneaker-savvy consumer audience.
Partnering with Vic Mensa allowed Wolverine to produce a curated collection of 9 new styles, increase our engagement with new consumers by 75%, and gave us the opportunity to sell to Neiman Marcus, as well as a variety of specialty sneaker shops in NYC and Chicago. The Vic Mensa Collection increased Wolverine’s DTC sales by 40% in 2019, and elevated sales of the 1000 Mile Sneaker category by 35%.
Roles: Led the creative direction for the Wolverine x Vic Mensa Combat Sneaker Collection. Partnered directly with Vic and his management team throughout the design process. Delivered conceptual mood boards, marketing materials, footwear designs, and packaging with rigorous attention to detail to create a harmonious cross-pollination and celebration of both brands.
