brand launch

In 2021, Sports Illustrated teamed up with JCPenney to bring sportswear to the forefront of style innovation. Together, these two iconic names brought a new attitude to athletics with a bold, modern collection. As the copywriter, I determined the brand voice and contributed headlines for a variety of print and digital assets, as well as an in-store announcement.
Design & Photography by Joe Wilk.

Look what’s new! Introducing Sports Illustrated for JCPenney, where style & sport collide for everyday performance wear. Designed for men, women and kids, the Winter Drop fuses bold, modern styles with elevated performance quality. It’s a total game changer! Sports Illustrated for JCPenney is available exclusively in store & at jcp.com. Use your coupon for EXTRA savings! JCPenney. 

Produced & recorded by Craig Ray.