Creative Direction | Product Development | Go-To-Market Strategy | Product Merchandising | Product Launch Planning
The Spring/Summer 2025 seasonal collection is the most progressive headwear offering we have built during my tenure. The program showcases a diverse range of styles and designs that cater to various consumers and trends. Each piece is thoughtfully crafted, blending functionality with fashion, and featuring colors, patterns, and graphics that reflect the new sports season. There are endless details that make each cap unique, whether it be advanced embroidery execution, newly developed materials, or original application techniques. A small group of styles is shown here, but this program is offered in a dozen licenses, hundreds of teams, and totaling thousands of individual SKU’s.
Drove all aspects of program creation, including challenging designers to build product beyond what we believed was possible and pushing developers and merchandisers to tell stories beyond our normal capabilities.
Creative Direction | Product Development | GTM Strategy | Product Launch Planning
New Era’s NFL sideline headwear acts as a visual statement for every player, coach, and fan. Designed to provide comfort and protection from the elements, the use of performance materials provides durability and breathability, making them suitable for varied weather conditions. Beyond functionality, this collection plays a significant role in the annual identity of each team, as they are worn from September to January across every sideline of every NFL game.
The sideline collection also includes the Crucial Catch and Salute to Service initiatives, both of which combine bold headwear design executions to link with Nike outerwear and apparel.
Led the design direction, silhouette assortment strategy, and product launch presentations to US sales force and key US retailers.
Creative Direction | Product Merchandising
As the official headwear brand of the US Olympic Team, this collection of New Era product for the 2024 Summer Games reflects a blend of functionality, national pride, and vintage aesthetics. Specific pieces feature the U.S. Olympic Team “puck” logo, reserved for official licensees only. Other styles tap into various patriotic symbols, retro graphics, fonts, and materials. The headwear serves as a recognizable symbol for fans and supporters, fostering a strong connection to the spirit of the games.
Product represents the inaugural collection of New Era’s relationship with the United States Olympic Team and one of only four US brands considered a premier partner.
Collaboration | GTM Strategy
New Era’s partnership with Major League Baseball and Big League Chew created a limited-edition headwear collection embodying the spirit of baseball nostalgia. Featuring playful graphics, vibrant colors, and unique pins, each piece merges modern style with a nod to America's favorite pastime. This partnership is one of over a hundred collaboration projects annually.
Collab generated multi-million dollars in revenue and represents ability to manage various entities at once.
Product Development | Product Merchandising | GTM Strategy | Product Launch Planning
Built to blend modern style with everyday functionality, the 9SEVENTY combines a structured profile with stretch sweatbands, soft snapback closures, and premium materials, ensuring comfort and durability for diverse wearers. As part of an ongoing commitment to innovation and design, this new silhouette reflects the dedication to providing versatile options that enhance personal style without compromising on practicality.
Developed, merchandised and strategized the creation of a new silhouette franchise. Fastest growing product category across the New Era brand in North America during first twelve months in market. Hero silhouette of 2024 NFL Sideline Collection and various collaborations and programs.
Creative Direction | Product Merchandising | GTM Strategy | Product Launch Planning
New Era’s on-field MLB headwear collections are designed to combine functionality and style for players and new purchase opportunities for fans. Whether it’s Spring Training, Armed Forces Day, July 4th, or the All-Star Game, each time period is synced with a specific headwear design worn during practice and games. Each design separates itself from the traditional uniform cap by using innovative executions of team logos, colors, or graphics. These products change annually and are key components of the official on-field relationship between New Era and Major League Baseball.
Led the design and merchandising process for all on-field headwear initiatives and consistently presented them to US sales force and key US accounts.
Product Development | Product Merchandising | Strategic Data Analysis
Based on analysis of customer and consumer insights, we created a suite of A-Frame silhouettes to capitalize on emerging trends. Core silhouette franchises were used as the base shape and then modernized by adjusting construction elements of the crown, resulting in a new and diverse range of styles. Consistently innovating and adapting is key to aligning with marketplace trends.
Drove the insight and development process for these products, many of which were immediately used as key silhouettes across E-commerce and Lifestyle channels.
Project Management | Collaboration
This continuing collaboration between the New York Yankees, Ralph Lauren, and New Era, represents a unique intersection of sports and high fashion, merging the iconic imagery of America's favorite pastime with classic American style. This specific range showcases the Retro Crown 59FIFTY, a vintage version of the iconic fitted baseball cap New Era is globally recognized for and RL’s Purple Label quality, craftsmanship, and aesthetic.
One of multiple Yankees x Ralph Lauren x New Era projects since 2020, representing a complex product management process and high-fashion execution.
Creative Direction | Product Development | Product Launch Planning | Project Management
MLB City Connect uniforms represent a unique approach to team identity, showcasing the distinct cultural elements and history of each team's city. Designed by Nike, these uniforms often feature bold colors, patterns, and graphics that resonate with the community's heritage and lifestyle. As the official on-field partner of MLB, New Era uses that visual language to create official headwear to complete the uniform. This initiative not only enhances the visual appeal of game-day attire but also fosters a sense of pride and unity among local supporters.
Led the creative development and execution of the inaugural launch, followed by directorial management and oversight of subsequent launches thereafter. MLB City Connect is the single largest revenue driving program annually for New Era’s baseball license.
Creative Direction | Product Development | Product Merchandising
The NFL Combine Collection features a comprehensive selection of gear and accessories designed specifically for participating athletes. The carefully curated range includes high-performance apparel and headwear to be worn by NFL prospects as they showcase their skills. Ultra-lightweight materials, perforated paneling, and minimalist graphics bring to life stylish tops, bottoms, hoodies, and headwear.
Led the creative direction, execution, and implementation of New Era’s Combine product as seen at the event in March 2025.
Creative Direction | Product Development
New Era’s World Series, Super Bowl, and NBA Champion caps symbolize the pinnacle of achievement in sports and mark the culmination of each professional season. The development of championship product requires collaboration across product, business, operations, and logistics departments in order to execute at high levels. The goal of every design is to resonate authentically with players and fans, while best representing the cap style, graphic language, and visual identity of the league.
Led the creative decision-making process and directed multiple teams on alignment of execution strategies.
Product Merchandising | Strategic Trend Analysis | Strategic Data Analysis
Opposite the authentic and official on-field products, New Era’s licensed fashion headwear serves as the leader in the lifestyle channel and drives hundreds of millions of dollars annually. Collections are showcased via the E-commerce platform and sold across a variety of retailers nationally. Every product range tells a different story about streetwear trends and pushes boundaries of individual expression. As trends evolve, the product evolves with it, making it an essential component of contemporary wardrobes.
Oversaw the trend analysis, design execution, and product merchandising process of all Lifestyle headwear packs seasonally, quarterly, and monthly.
Product Merchandising | GTM Strategy
NBA All-Star Weekend represents a convergence of sport and culture unlike any other event. The Golden State Warriors were the host franchise in 2025, so we built a unique collection of apparel and headwear that tapped into Northern California vibes while blending style, materials, and team graphics. Focusing on prints, patterns, earth-tone color palettes, and detailed embroidery, this capsule collection represented a unique creative point of view for the brand.
Directed the selection of silhouettes, materials, and graphics to be designed and merchandised.
Creative Direction | Product Merchandising | Product Launch Planning | Strategic Data Analysis
Similar to Spring Summer, the Fall Winter 2024 collection of headwear and apparel features a blend of colors, graphics, and materials designed to reflect the aesthetic of the season. Also, similar to Spring Summer, this program is deep and broad, with products offered in a wide variety of licenses and hundreds of teams.
Led all development processes for this collection, representing the brand’s product point of view for the second half of 2024.
Go-To-Market Strategy | Product Merchandising | Project Management
The New Era 59FIFTY is the iconic fitted baseball cap and is a staple in both authentic sports uniforms and lifestyle fashion culture. Known for its structured silhouette and sized construction, it has been the official cap of Major League Baseball since 1993 and the accessory at the heart of cultural and streetwear movements for decades. 59FIFTY Day is celebrated on May 9th (5/9) and with it a variety of new E-commerce products, supported annually by a relentless assortment of 59FIFTY packs driven by unique colors, fabrics, and graphics.
Oversaw the execution of all 59FIFTY collections and concepts, ensuring uniqueness, variety, and innovation across New Era’s platforms and our deep assortment of retailers.
Creative Direction | Product Development | Product Merchandising | Product Launch Planning
Since 2014, New Era has been the official headwear outfitter of the US Ryder Cup team. All players, captains, and US staff wear performance headwear built with our greatest functional elements and adorned with various US graphics and emblems. Designed to align visually with the Ralph Lauren apparel worn by the team, the headwear is both stylish, simplistic, and patriotic at once. Likewise, New Era is the official headwear partner of all LIV Golf teams, and uses the same high-performance materials and components to build those products as used for the Ryder Cup.
Drove creative direction, development, merchandising, and launch planning for all Ryder Cup initiatives bi-annually since 2014. Led product and go-to-market strategy implementation for LIV Golf since relationship inception.
Project Management | Strategic Data Analysis
New Era’s headwear licenses stretch far beyond sports. The investment in entertainment properties runs deep, and designs inspired by these properties blend creativity with fandom and strongly resonate with audiences. Popular franchises provide a rich source of inspiration, allowing designers to play with imagery and colors that evoke nostalgia and excitement. Limited-edition releases drop via the E-commerce channel consistently, and in doing so drive excitement, engagement, and regularly sell-out.
Identified properties to build product plans around and provided creative insight to design concepts.
Creative Direction | Product Merchandising | Product Launch Planning | Strategic Data Analysis
The Spring Summer 2024 collection of headwear and apparel features a harmonious blend of colors, graphics, and materials designed to reflect the season's spirit. This lineup showcases the largest annual collection for the New Era brand and is available in a dozen different sports licenses and hundreds of teams. The collection emphasizes a balance between sportswear and streetwear, making it suitable for various consumer types and retailers.
Led all development processes for this collection, representing the brand’s product point of view for the first half of 2024.
Creative Direction | Product Merchandising
New Era’s bi-annual Color Packs tap into specific color themes for the season, such as earthy tones, bold primaries, or soft pastels. By combining various materials and styles, the headwear serves as a statement accessory to the fully coordinated apparel outfits, creating cohesive looks that resonate across consumer types. Color choices are often made by aligning with fashion trend consultants and then identifying the nuances of how those colors interact with each other via silhouette, logos, or graphics.
Oversaw the selection of color, execution of design, and alignment between headwear and apparel. The spring and fall Color Packs consistently generated millions of dollars in revenue.
Product Development | Go-To-Market Strategy | Product Merchandising | Product Launch Planning
The 2024-25 MLB Batting Practice headwear was a radical departure from all other on-field baseball programs that came before it. Rather than one collective design that cut across all teams, the 2024-25 collection showcased a unique design concept per team, often in reference to a moment from the team’s history or a graphic/color scheme that pays homage to a period of time. Featuring lighter materials for comfort, these caps are built to provide protection from the sun as players warm up before games, They combine that functionality with a distinctive look on the field before the competitive action begins.
Led the cross-departmental execution of all product development, merchandising, and program launch, while overseeing individual team designs and marketing concepts.
Designed and executed all logos and associated graphic packages.
Johnnie B. Wiley Amateur Athletic Sports Pavilion | The original stadium of the Buffalo Bills, has since transformed into an urban sports center and named after community legend and avid sailor, Johnnie B. Wiley. Logo painted at midfield of main complex, among other uses.
Australian Baseball League | Highest professional baseball league in Australia, includes the Brisbane Bandits and Sydney Blue Sox. Logos adopted as the uniform and headwear identity of both teams.
National Youth Baseball Championships | Considered the premier youth baseball tournament in the country, logo was used as primary identity in venue and online.
Springville Griffins | Western New York high school soccer team. Crest used as branding mark on uniforms, etc.
Orchard Park Heat | College prep softball organization. Logos used on uniforms and other various program executions.
