Kendrick Lamar x Gatorade 'Sidelines' Towel
Developed a speculative collaboration concept with Gatorade Brand Manager Lauren Versino that positioned Kendrick Lamar as Gatorade's first artist-athlete ahead of the campaign launch. Inspired by conversations with TBWA\Chiat\Day just days before production, the concept explored a co-branded pgLang × Gatorade sidelines towel as a cultural extension of the partnership.
Created a forward-thinking design study imagining how the historic collaboration could live beyond the commercial. The speculative pieces reimagined the iconic Gatorade sidelines towel through the lens of pgLang and Kendrick Lamar, celebrating the intersection of sport, music, and performance while reinforcing the campaign's athlete-first narrative.
Art Direction / Creative Direction
- Brand Manager
- Lauren Versino
- Art Direction / Digital Design
- Terrell Johnson
