Funkshun Athletics
Brand & Streetwear Design
The Challenge
Most skateboard brands focused on the sport itself. Apparel was often limited to
simple screen-printed graphics and team logos rather than the broader culture
around skateboarding.
At the same time, skateboarding was closely connected to music, street art, and underground creative communities. There was an opportunity to create a brand that represented the full culture around skateboarding rather than just the activity.
Funkshun Athletics was created to fill that gap.
The Idea
Funkshun Athletics was built as a skate culture brand that blended skateboarding, streetwear, music, and art into one identity.
The brand focused on clothing that balanced style, functionality, and technical performance. Our products were designed to work for skateboarding while also fitting naturally within streetwear and music culture.
Rather than relying only on traditional skate graphics, the brand developed seasonal collections that explored fabrics, construction, and functional design.
The Creative
The brand produced seasonal collections across multiple apparel categories.
• Tees
• Hoodies
• Jackets
• Pants
• Hats
• Accessories
Collections combined graphic design with cut and sew garments to move beyond typical skate merchandise into full streetwear collections.
Creative development included:
• Brand identity and logo systems
• Apparel graphics and product design
• Seasonal collections
• Lookbooks and catalogs
• Brand photography
• Advertising campaigns
• Website design
The Work
Apparel
Each apparel collection was designed in-house and produced with local manufacturing and screen printing partners.
The Execution
Funkshun Athletics operated as an internationally distributed streetwear brand.
Products were sold through:
• Skate shops
• Snowboard shops
• Streetwear boutiques
Distribution extended across:
• Canada
• United States
• United Kingdom
• Australia
Sales were driven through both wholesale distribution and direct e-commerce.
The brand also produced apparel partnerships with Bulletproof Skateboards
and the Miller Jet Ski Tour USA.
The Impact
Funkshun Athletics developed strong credibility within both the skateboarding,
music and subculture communities.
Marketing focused on authentic cultural touchpoints including:
• Advertising in major skateboard magazines
• Presence at skate competitions, Lollapalooza festivals and Slam City Jam
• Partnerships with emerging music artists and crews:
Artist collaborations included:
• The Gandharvas (MCA)
• Project Wyze (Sony Music)
• Hip Club Groove (Murder Records)
• Albino Zebrah (Dance, DJ, Graffiti Artists)
By connecting skateboarding with music, streetwear, and art, Funkshun Athletics became part of the broader creative culture surrounding the sport.
My Role
Funkshun Athletics was founded with two partners. I helped lead the creative direction of the brand and oversaw the visual identity and creative output across all touchpoints.
Responsibilities included:
• Brand identity
• Apparel design and seasonal collections
• Graphic design and product graphics
• Marketing and advertising creative
• Lookbooks and catalogues
• Brand photography direction
• Website design
• Creative partnerships and collaborations