After his Super Bowl win, Marshawn Lynch set out to turn Beast Mode—his on-field identity—into an off-field brand that stood for resilience, swagger, and giving back. He wanted to build something real: not just apparel, but a statement, a movement, a business rooted in Oakland. I joined from the start, helping translate Marshawn’s vision into a full lifestyle brand. From designing the original logo and first product lines to leading UX and Shopify strategy, I helped lay the foundation for what would become a groundbreaking crossover brand at the intersection of sports, fashion, and culture.

BEAST MODE launched with a roar, quickly earning a loyal following online and on the ground. We opened flagship retail locations in Oakland and Seattle that became cultural hubs, while the Shopify-powered e-commerce experience scaled seamlessly to meet demand. Launch-day lines wrapped around city blocks, and Marshawn’s brand officially entered the fashion game. The site I designed handled spikes, the products sold out, and the brand made headlines. More than merch, BEAST MODE became a symbol of grit and giving back to the community that raised him: Oakland, CA.