Tracksmith is a performance running brand with a timeless aesthetic. Classic silhouettes constructed from the best fabrics, no frills, no neon, no excess, pure performance.
For the last year I’ve been a part of the small five person team driving the direction and output of this new brand. Our main focus has been relating to and contributing to running culture. Brands need to be more than just products, we design products with cultural stories baked in and present that to people through beautiful reportage style photography and stories.
product pages
One thing you’ll notice about Tracksmith is our extensive product pages. Where most brands put up basic make and size info, we tell in-depth stories about the inception and function of our products, even including biographical vignettes about the runner we shot the product in.
I lead product page design from start to finish. Briefing and directing our photographer Emily Maye to capture the necessary images and with our copywriters to pull the story together for the page. No two pages are the same, each product and story is told in its unique way.
Links:
Left: Bell Lap Race Rop
Center: Van Cortlandt Singlet
Right: Grayboy T-Shirt
lookbooks
For seasonal and brands stories larger than an individual product we’ve been building “lookbooks” or “slideshow” type communications. Our seasonal brand shoots are organized in a documentary like way, meaning we bring real runners to a location for a running trip and capture their real actions and runs, in our clothing.
