In 2010 I was approached by a struggling contemporary brand. The entire industry was recovering from the economic crisis and no one was sure what direction to go in. I had recently read that Lululemon was up 55%, this at a time when most retailers were down 75% or more- they were the sole player in this space at the time. I agreed to come onboard but only if they were willing to pivot to activewear which to me seemed like the only category with growth potential. I did and we did and athleisure was born. I launched FP Movement and was recruited by Nike and Lululemon among others. I used sustainable moisture wicking fabrics as well as created an ambassador program. All work below is mine exclusive of photography- color, concept, direction, campaign, presentation, styling and props.