ACTION SPORTS TRAINING

Through discussion with the brands moto-cross, snowboard, and surf athletes, I saw an opportunity to launch a training category for action sports athletes. This created an authentic entry point for DC into athletic footwear and an opportunity to drive innovation. The Unilite Trainer was conceived as a versatile training shoe focused on cushioning, support, and breathability, with the aggressive aesthetics the brand was known for. Launched with a Travis Pastrana energy color, matching his livery and complemented by a training apparel collection. The category expanded into multiple technology and price point tiers with the Psi-Flex Trainer and the Flex Lite Trainer. In a later season, we worked with Montreal boutique retailer Off The Hook to launch an energy color of the Flex Lite Trainer to stretch the category into the lifestyle space.

MIKE MO SIGNATURE SHOE

Built from the learnings of the Unilite Trainer, the Mike Mo signature shoe gave the brand an opportunity to innovate for skateboarding. Based on Mike’s love of playing basketball and basketball shoes, we infused his signature shoe with functional innovation for his style of skating and his personality. The first skate shoe to incorporate a no-sew upper construction in combination with suede, it represented a shift for the brand and influenced a new era of pro-model shoes for DC.

TRAVIS RICE SIGNATURE BOOT

In addition to the footwear design responsibilities, I supported the snowboard boot team for two seasons. One of the most challenging projects was the Travis Rice signature boot, due to the technical nature of the product. Based on his style of riding, he was looking for a boot with high-performance durability with a focus on fit, feel, and comfort for all-day wear. Knowledge gained from the Unilite Trainer informed the bonded upper construction to reduce seams and provide better warmth and protection. The boot featured a double Boa closure system for lock down and an Aerotech ventilation system for moisture management. Snowboarder Mag called it their most wanted boot of 2014.

DC X CYRCLE

Always on the search for fresh creative talent, I was fortunate to meet the artist collaborative CYRCLE. At the time, their work revolved around chaos, evolution, and rebirth, concepts relevant to DC after 20 years in the market. Upon meeting them, it came to light that both artists were active skateboarders and knew the history of the brand. I introduced them to our leadership team and pitched the idea that we create a capsule collection as part of DC’s 20th anniversary. The end result helped the brand tell an authentic story that embraced both core skate mentality and the broader lifestyle market.

20 YEARS OF PROGRESSION

In 2014, DC celebrated its 20th anniversary. As a part of that celebration, I pitched the idea to create a modern version of the iconic Lynx, and oversaw the design and development. The launch included multiple energy deliveries in collaboration with iconic core shops, and a snowboard boot.

NYJAH HUSTON SIGNATURE SHOE

When Nyjah joined DC, I oversaw the design and development of his first three pro-model shoes. Based on his skating style, we focused on heel impact, board feel, and durability to create a technical cupsole with gel cushioning. Throughout the process, I met with Nyjah and his team to ensure the shoe delivered on the functional needs and embodied his personal style. Extensive performance wear-testing was conducted prior to commercialization allowing us to elevate the quality and durability. To complement the core skate offering, we also created a high-top version for a casual lifestyle wearing occasion.

DC MTN

While working with DC snowboard athletes, I saw an opportunity to define and create a new off-board boot category. The launch included multiple constructions with different technology and price tiers, from water proof to water resistant. The introduction was anchored by two energy stories, a footwear collaboration with Snow Park Technologies, the designers and builders of the X-Games and Olympic contest parks, and a hero capsule collection in collaboration with Wu-Tang and.