Fleet Feet
At Fleet Feet, I help transform everyday runs into memorable brand experiences. Through apparel graphics, event branding, retail design, and digital storytelling, I create work that inspires movement, strengthens community, and turns every interaction with Fleet Feet into an opportunity to connect.
Design Gallery
Josh Kerr Project 222
Brooks Running × Fleet Feet Winston-Salem
Event Branding • Apparel Design • Sports Marketing
Overview
Fleet Feet Winston-Salem partnered with Brooks Running to host a community watch party celebrating Josh Kerr's Project 222, alongside a demo run featuring the all-new Hyperion Max 4.
With a tight production timeline and limited print budget, I led the creative direction and apparel graphic design for a high-turnaround event capsule that captured the energy of Josh Kerr's mile attempt while promoting Brooks' newest performance shoe. The goal was to create something runners would actually want to wear—not just during the event, but long after it ended.
The final artwork was printed on Brooks White Luxe performance tees and will be distributed during the July 18 event.
The Challenge
This project needed to communicate several ideas within one simple graphic.
The design had to celebrate Josh Kerr's Project 222, introduce the new Hyperion Max 4, reinforce Brooks Running's performance identity, and still feel like a Fleet Feet community event rather than a retail product launch.
Working within a compressed production schedule meant every design decision needed to be intentional. The final artwork also had to print cleanly on Brooks White Luxe performance shirts using a limited color palette.
The Goal
Design an event shirt that captured:
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Josh Kerr's fearless racing mentality
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The excitement surrounding Project 222
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The speed and innovation of the Hyperion Max 4
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Fleet Feet Winston-Salem's running community
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A premium graphic runners would continue wearing after the event
The Design Strategy
Rather than creating a traditional product-focused event shirt, I built the design around the idea of speed.
An oversized 222 serves as the foundation of the composition while a technical line illustration of the Hyperion Max 4 cuts across the typography, creating movement and connecting Josh Kerr's campaign with Brooks' newest performance trainer.
Instead of relying on a product rendering, the simplified line art communicates performance without making the shirt feel like an advertisement. The result feels more like a commemorative piece celebrating the running community than promotional merchandise.
Creative Decisions
Motion Through Composition
The enlarged shoe illustration overlaps the oversized "222" typography to create depth and reinforce a sense of forward momentum. Layering these elements together allows the artwork to communicate speed before the viewer even reads the text.
Community First
Although Brooks Running and the Hyperion Max 4 are central to the event, incorporating the Fleet Feet Winston-Salem lockup shifts the focus toward the local running community. The final design feels like an event shirt runners earned by participating rather than something found on a retail shelf.
Limited Color Palette
Using a restrained palette of black, white, and Brooks-inspired teal keeps the artwork bold, modern, and production-friendly while maintaining a clean aesthetic on Brooks White Luxe performance apparel.
Apparel-First Design
Every element was designed with wearability in mind. The composition reads clearly from a distance while maintaining enough detail to reward a closer look, resulting in a shirt that functions equally well during the event and as an everyday running tee.
Design Constraints
Every project comes with limitations.
For this event those included:
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Rapid turnaround from concept to production
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Spot-color optimization for screen-print production
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Fleet Feet and Brooks Running brand standards
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Technical performance apparel requirements
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Balancing Josh Kerr, Project 222, Hyperion Max 4, Brooks Running, and Fleet Feet within a single composition
Rather than viewing these constraints as obstacles, they became opportunities to simplify the design and focus on one central idea: SPEED.
Design Process
The initial concept focused heavily on showcasing the Hyperion Max 4. While visually strong, it felt more like a traditional shoe launch than a community event.
Through iteration, I shifted the emphasis toward Project 222 by enlarging the typography, increasing the scale of the shoe illustration, simplifying the composition, and integrating Fleet Feet branding more intentionally. These refinements transformed the artwork from a product graphic into an event identity that better reflected the energy of the watch party and demo run.
Final Outcome
The final artwork was produced for Brooks White Luxe performance tees for the Josh Kerr Project 222 Watch Party & Hyperion Max 4 Demo Run on July 18 at Fleet Feet Winston-Salem.
Designed under a tight production schedule and limited budget, the graphic balances Brooks' performance identity with Fleet Feet's community-first mission, creating apparel that celebrates both elite racing and the local running community.
What I Learned
This project reinforced that impactful design isn't about having unlimited time or resources. Strong creative solutions come from identifying one clear idea and allowing every design decision to support it. Working within brand guidelines while designing for a real production timeline challenged me to streamline visual hierarchy, and create something that feels authentic to runners. The final result demonstrates how thoughtful design can transform an event into an experience people remember—and wear long after the event.
