UNDEFEATED × SHOYOROLL × DUALFORCES

Concept, Product Design, Creative Direction and Art Direction
Photography by Catherine Opie

We brought Undefeated, Shoyoroll, and DualForces together around a shared respect for Jiu Jitsu as a practice and a culture. The collection paired gis with apparel designed to move between the mat and everyday life, carrying the identity of all three partners through a cohesive system of marks and graphics.

For the campaign, we collaborated with Catherine Opie. Bringing a major fine art photographer into a Jiu Jitsu project was an unusual creative choice, and a defining part of the work. Rather than present the athletes as anonymous bodies wearing product, Opie photographed the physical relationships at the heart of the sport: grip, weight, balance, pressure, and trust. Her images hold the intensity of training alongside the individuality of the people practicing it.

The photographs also became a limited edition zine accompanying the gi release, giving the work a life beyond the campaign. Together, the collection and Opie’s images positioned Jiu Jitsu within a wider conversation about sport, identity, and art.