BreakingT

Role: Apparel Designer, Creative Line Plan Manager
Category: Graphic Design, Illustration, Apparel Design

BreakingT is a real-time sports merchandise company that uses social media data to identify the biggest moments in sports and immediately commemorate them with fan apparel. As a freelance designer for BreakingT, I created a number of designs that went viral and quickly became movements, such as the Bomba Squad shirts for the Minnesota Twins during their 2019 season, and shirts worn by Justin Verlander and Jose Altuve during their 2017 World Series run. These designs helped cement BreakingT's reputation as a go-to source for trendy and topical sports apparel, and were worn and loved by athletes in most major sports leagues as well as fans. Additionally, throughout my time there, I was tasked with creating marketing images and establishing brand guidelines.

After a couple of years as a freelance designer, I was brought on as a part-time apparel designer, and eventually was promoted to the position of Creative Line Plan Manager. In this role, I oversaw the creation of all new line plan designs and ensured that they aligned with the overall brand aesthetic as well as league and team guidelines. Working closely with the product team, I designed and developed comprehensive, fully-licensed product lines for College Football and Basketball, as well as the National Women's Soccer League. Thanks to my experience as both a designer and a discerning sports apparel consumer, I was able to help BreakingT innovate and expand its reach in the sports merchandise market.

In addition to direct-to-consumer sales, BreakingT also sold its merchandise wholesale to various retail outlets, including sports apparel stores and team shops located in arenas and stadiums across the country.

We often received input and ideas directly from teams themselves, based on on-the-field moments and the desires of their fanbase. This allowed us to create unique and meaningful designs that truly resonated with fans and players alike.

© Evan Russell 2023