UACTP by UNDEFEATED, Partner & Creative Director

Creative Direction, Art Direction, Brand Strategy, Business Strategy, Training Programming

I partnered with Undefeated to create UACTP, the Undefeated Action Capabilities Training Program. What began as a private performance facility became a new platform for the brand, connecting training, community, apparel, content and partnerships.

I helped build the business and brand strategy, developed the training program and directed the visual identity. Collaborations with Nike, Nike China, adidas, NTS Radio, Sorinex, Gym Jones and USASOC brought distinct communities and expertise into the space.

UACTP gave people a way to experience Undefeated through participation. It also brought product design closer to its end users: what we learned from training informed the development of a performance line. Over six years, the platform created a deeper form of customer engagement and gave Undefeated’s brand narrative a physical home.