The challenge:
Carmelo Anthony approached my team to help him build a brand from the ground up. With little knowledge of the industry, his vision for the brand needed guidance. The challenge was to create a brand that was authentic to Melo, whilst identifying a gap in the market and building something that would resonate with his core audience.

These days, it feels like everyone has their own brand/merch line, the idea of a person of influence releasing a line of tees and hoodies is played out and stale. In order to rise above the predictability of their competitors, it is essential that brands lead with purpose, connect with a community and remain authentic.

The solution:
The STAYME7O brand is built on a mindset that Carmelo has developed throughout his life. Growing up in New York and Baltimore, making his way to college, being drafted to the NBA and on to become a 10 times NBA All-Star, Melo has experienced many highs and lows.

He channelled this mindset to foster success and now wants to share that mindset with the world. The STAYME7O brand represents resilience, focus and strength, and aims to use Melo’s experiences to educate its loyal community.

I was involved for the entire brand journey, from ideation, positioning and branding to product development, manufacturing and final execution of marketing initiatives.