In Spring 2021, Kohl’s launched FLX (pronounced “flex”), a new exclusive athleisure brand. Featuring sustainably sourced materials and go-anywhere transitional pieces, the brand filled a whitespace at Kohl’s, appealing to a millennial customer base who wanted Lululemon, Hill City and Athleta quality at a fraction of the price.

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As the Creative Director, I helped bring the FLX brand into motion through photography, messaging, social, video and an unexpected approach to casting.

Customers responded positively to the brand launch, citing the versatile, relevant style, relatable casting and sustainable qualities as just a few of the selling points.

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