Redefining the world of sports fashion

Client: Peak Performance

My role: Director of UX & Design

Platform: Salesforce Commerce Cloud

Born in the mountains, Peak Performance is known for its premium outdoor wear, particularly the ski wear heritage where it's the largest brand in north Europe. Now was the time to tell a completely different story.

Reborn on the streets. With the athleisure trend exploding, Peak had timed the market well with the launch of urban apparel. We helped Peak become a sports fashion brand with one foot left in the outdoor world, and the other foot conquering urban landscapes.

I led the UX and design team and managed three designers and a copywriter who subcontracted to me. I met regularly with the client's teams from marketing, eCommerce, design, and IT.

The discovery phase included stakeholder interviews, user research, vision creation, and project planning. I did store interviews at physical stores, including exit interviews, mystery shopping, and talking to store staff to learn about purchase patterns and customer behavior.

I developed a digital vision for Peak Performance as a fresh, vibrant, and progressive brand at the forefront of storytelling and shopping.

By manifesting a bold attitude, and adding tons of shopable stories, we could create a whole new shopping experience, tailored for a younger, urban consumer.

Visit site