BEAST Mode
Overview
Beast Mode is Marshawn Lynch's lifestyle brand, born from his on-field identity and rooted in grit, Oakland pride, and giving back. I joined from the ground up, leading brand development, UX, product design, and Shopify e-commerce — turning a Super Bowl moment into a lasting cultural and commercial platform.
The Challenge
A Super Bowl-driven moment of fame doesn't automatically become a brand. Beast Mode needed an identity that merged streetwear grit with Marshawn's sports legacy, a commerce platform built to survive viral demand, and physical retail — flagship stores in two cities — connected seamlessly to a digital storefront.
The Solution
I built the first Shopify-powered Beast Mode store on a mobile-first, modular system designed to absorb viral spikes, with limited drops and social-forward campaigns sustaining hype between releases. Apparel, packaging, and site branding were unified around one persona-driven identity, while inventory systems connected in-store and online so demand never hit a dead end.
The Result
Flagship stores in Oakland and Seattle became local fixtures with block-long lines. The brand expanded from apparel into partnerships with Starbucks, Skittles, Amazon, and Seattle Chocolate Company. • 1.5M+ Sessions • 5K Orders in a single day • 5.2% avg conversion rate YoY (avg 2–3%)
