2021
Adobe, Figma
Uniform/Apparel Design, Fan Experience
Creative Director
This uniform was designed to be fierce, bold, and culturally relevant.
Boxing uniforms are typically infested with sponsorships and are emboldened with metallic colors - such as gold and silver - at times decorated with fringe or eccentric cuts.
Studying Latin American stamps and motifs created a wonderful basis for creative direction. Pulling inspiration from the North American jaguar that roams in the shadows and has haunted Mexico and the area of Canelo's birthplace, Michoacán, Mexico, the goal was to create a fierce and striking pattern, similar to Alvarez' boxing style.
Creative Direction, Pattern Design, Fan Experience
There's no better inspiration than pulling historically and culturally relevant designs that have been prominent in Latin America.
The creative approach was influenced by historical stamps/motifs collected in Latin America.
Saul "Canelo" Alvarez is known for his renowned, powerful blows that stuns and knocks out opponents. He deserved a uniform that captured bold, fierce colors.
The North American jaguar is embellished with a signature pattern. Using photographic reference, sketches were established over the jaguar's print and then manipulated digitally to create signature patterns.
The four month process involved much exploration. Pulling inspiration from past uniform designs that Saul "Canelo" Alvarez has worn and adjusting designs with the new approach.
Defining who is Saul "Canelo" Alvarez, his roadmap to success, and how he became the undisputed champion of the world.
A new pair of shorts and gloves were designed. Alternatives were constructed - part of the "Stealth Edition". The stadium and fan experience was taken in consideration and assets were made to unify the uniform and boxing spectacle.
The entirety of this project focused on Saul "Canelo" Alvarez' uniform. From there, the fan and event experience was developed, focused around the creative direction of Canelo's uniform.
Side view, Front view, Angled View
Side view, Front view, Angled view
Outside view, Angled pair, Inside view
Outside view, Inside view
The ring entrance sets the tone. What better way to enter with a lightweight, matching pancho that pays homage to Latin American fashion.
Dolce & Gabbana bomber jacket, Dolce & Gabbana athletic long sleeve, hoodie
From billboards to stadium jumbotrons, the creative direction resonated across the board.
