Founder: ROCKDEEP
I built ROCKDEEP from the ground up as a purpose driven footwear and apparel brand rooted in culture, innovation, and identity.
From early product concepts through global sales and retail expansion, the brand brought together everything I learned about product creation, storytelling, and community.
Product Storytelling
My design process begins with understanding the identity behind the product.
By combining athlete insight, innovation, and narrative, I develop concepts that translate culture and performance into meaningful product experiences.
Athlete Concept Study
Concept collaborations explore how identity, culture, and storytelling can shape product design.
These projects examine how athletes and entertainers influence product narratives.
Career Foundations
Creative Philosophy
My career path spans Jordan Brand consulting, global product development at RAX, and founding ROCKDEEP.
Each experience shaped how I approach product innovation, storytelling, and brand building.
Creative Philosophy
Creative Philosophy
Creative Philosophy
The most powerful products live at the intersection of innovation, identity, and culture.
My work focuses on translating athlete stories and cultural insight into designs that resonate beyond the game.
Brand Perspective
Creative Philosophy
Creative Philosophy
Great brands understand culture before they shape it.
This section explores my perspective on how storytelling, community, and product innovation define the future of sports brands.
FROM RAX TO ROCKDEEP
My Background
When I started at RAX I took what they already had and built on it.
I literally took a silhouette and wrapped it around the culture of footwear and asked myself:
- What would my kids wear? Ages 6 - 30
- What would consumers in DC, Baltimore, NYC wear?
Then I thought:
- Would consumers who seriously trail run wear these and would they perform?
- What are casual trail runners and outdoor enthusiasts missing in this category?
The Answers:
Style
Nike had ACG when I was growing up in the 90's it was the goto for outdoor casual wear.
Honesty:
People who looked like me didn't hike or camp.
So I thought. .....but I was wrong.
The Problem I never knew:
There was an entire segment of people out there who weren't being catered to in the outdoor space.
TRUE "URBAN OUTDOOR" was born.