Puresport™
Puresport™ is a UK natural performance supplement and hydration brand built to help people hydrate, perform, recover, and sleep, and as Head of Design I built and led the apparel division from scratch.
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problem
Puresport™ built trust through performance supplements used by serious athletes and everyday runners. But the apparel side did not yet match that calibre or the daily realities of running. Without a clear product direction, visual language, and system behind the clothing, the brand experience felt fragmented, and runners lacked kit they could rely on with the same confidence as the supplements.
solution
To close the gap, I built Puresport™ apparel division from scratch. I set the product direction, visual system, and production framework to deliver reliable running kit that matched the credibility of the supplements. The result was a cohesive apparel line designed to scale across seasons and launches.
I applied the Puresport™ clean, credible performance philosophy to apparel, building a cohesive product and design system that matched the standard set by its supplements. By aligning visual language, function, and production discipline, apparel became a true extension of the performance promise, not a separate category. The result was a one-stop ecosystem for runners, where every product line felt unified, elevated, and built to the same calibre.
Puresport™ apparel transformation started by turning an underdeveloped category into a structured division with clear direction. I built the apparel line from the ground up, establishing seasonal frameworks, fit standards, fabrication choices, and a streamlined development process. Alongside product, I led art direction and refined the visual language across campaigns and touchpoints, ensuring every launch felt intentional and consistent. This created a stronger, more premium end-to-end offer for runners, with apparel operating at the same level of confidence as the rest of the brand.
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see also
