Redefining the world of sports fashion

Client: Peak Performance

My role: Director of UX & Design

Team: Daniel Lowe, Anna Bohgard,
Robin Salazar, Johannes Wikström

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.

We helped re-position Peak Performance to become a fresh, vibrant and progressive brand at the forefront of storytelling and shopping.

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

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