WE DEFY FOUNDATION

Providing disabled combat veterans therapy through Jiu Jitsu and fitness training.

Concept, Creative Direction, Art Direction and Apparel Design.

We developed an apparel program that could support We Defy Foundation’s mission and stand as a collection in its own right. The work translated the foundation’s identity into Jiu Jitsu gis, training apparel, and everyday pieces, using a consistent system of marks, patches, and graphics across the range.

The art direction placed a veteran at the center of the story, photographed in the spaces where he trains. Portraits on the mat and in the gym connect the products to the practice they help fund. By bringing the collection, imagery, and merchandising together, we gave supporters a way to participate in the mission while creating a new source of funding for the foundation.