THE MARATHON
A legacy making partnership, collaboration, and bucket-list project. This powerhouse venture marks a milestone in the brand’s trajectory. Requiring the highest level of attention to detail, communication, and implementation. Cognizant of the value added by the brand partners’ it was of the utmost importance to be aligned holistically. Collaboratively spearheading design direction, production timelines, storyboarding, talent, locations, and all experiential touchpoint.
Details: Custom Wardrobe, Helmet, and Styling.
Brand
Ethika in collaboration with The Marathon Clothing
Year
11.11.2024
CAMPAIGN
BRAND EXPERIENCE
APEX JUNGLE NYC
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APEX JUNGLE NYC *
Proof of Concept: A refined iteration of a collection that embodies the brand’s foundation while charting a new direction. Apex Jungle New York serves as a conduit uniting Brand, Culture, and Community. Following a successful launch in Los Angeles, the brand committed to strengthening the go-to-market strategy within this sector.
Intention: Capture the essence of New York through the lens of a subcultural movement.
Details: Creative Direction, Content, Design, Talent and Location Scouting.
Experiential: Footlocker activation at Washington Heights Community Power Store. In-store buildout, Food, DJ, and Giveaways,
Brand
Ethika featuring Obloxkz
Year
09.23.2023
Storefront Wraps
In-store Visual Merchandising
ISLA DEL ENCANTO
The Puerto Rican Day Parade is a yearly celebration of the tremendous pride flowing from its diaspora in NYC. A small island, Puerto Rico, yet so influential in Sports, Music, and Art. This initiative was purposeful from its inception to collaborate with a Puerto Rican artist, celebrate culture, and impact hyperlocal communities.
Intention: Connecting brand and community through art, culture, and lifestyle.
Details: Collaboration with VMR.3, Custom 3D Lettering, and Social Media Seeding Campaign with over 25 Puerto Rican Influencers, Artists, and Athletes.
Brand
Ethika in collaboration with VMR.3
Year
06.11.2023
APEX JUNGLE
This capsule was designed as a representation of the brand’s roots and continued evolution. Curated to elevate Community, Culture, and Familie experience. Apex Jungle is a bridge between Brand Ethos, Design, and Lifestyle. To bring this capsule to fruition, we teamed up with L.A. based Throne Cycles, and Los Angeles native Blocboi Fame to highlight bike culture in the City of Angels.
This launch was an incredibly innovative step forward for the brand. From the development process of creating new garments, print techniques, brand collaborations, and activating with a retail partner in Foot Locker. Apex Jungle was a proven success with over 400 people in attendance at our launch, plus an upswing in Sell Through Rate.
Brand
Ethika
Year
03.26.2023
CAMPAIGN
BRAND EXPERIENCE
CINCO DE MAYO
Intention: Reset the tone for how the brand communicates across cultural moments. Provide a platform to magnify, and empower local voices breaking the mould.
Objective: Highlight the beauty of the Latino community by capturing the energy, warmth, pride, and love of owning your roots. Align organically with our brand partners and consumers. Find ways to involve the neighborhood, and giveback to the community.
Details: Fully Custom Wardrobe, Nails, and Jewelry. Product donations to a local recreation center.
Brand
Ethika
Year
05.05.2022
DJ LEZLEE
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DJ LEZLEE *
Ambassador
G PERICO
A longstanding relationship with one of Los Angeles’ most reputable artists in the music industry has been an exciting challenge. Tight deadlines, high expectations, and high level execution.
Objective: Creative Direction for album art and collateral for major release project.
Details: Photography, Design, and Location Scouting.
Billboard: Los Angeles, CA. intersection of Pico Blvd + Redondo Blvd
Client
Empire | Perico’s Innerprize
Year
03.10.2023
ETHIKA + FANATICS
A licensing initiative for the brand in partnership with Fanatics and MLS. In celebration of attaining these rights we sought after an authentic narrative around top clubs in the league. In alignment with brand culture and community we spotlighted a local Los Angeles musician, and known affiliate of the LAFC organization as part of the campaign, Callback Collection. Inspired by the iconic 90’s grunge type era and football club culture.
Aesthetic: Vintage, Sports Heritage, Mixed Media.
Project
Major League Soccer Campaign
Year
2022
