At Nordstrom I led the development and launch of Zone Zella across Women's, Men's, and Kids, building a cohesive performance activewear offering that needed to hold together aesthetically while meeting the functional needs of customers across very different contexts. This was the first cross-divisional range in Nordstrom's history in this category.
Diagnosing the Friction
I diagnosed the friction across design, buying, and development teams and restructured how they worked together. The result was a seasonal rhythm that actually held, a range that felt like it came from a single creative point of view, and a launch that established Zone Zella as a genuine destination within Nordstrom's activewear offering.
The Product Had to Answer Both Questions
The range needed to work as hard in a gym session as in a city street. Space dyes, engineered knits, moisture-wicking fabrics, reflective details, down insulation where it was needed. Every material choice had to answer both the performance question and the aesthetic one simultaneously. That tension is one I find genuinely interesting and one I'm good at resolving.
Building the Team Behind the Range
The best creative work comes from people who feel ownership over what they are building. I developed the team that built Zella, not just the product. That investment showed in the range and in the people who went on from it.
Creating the Feeling Before the Sale
A great activewear range creates a feeling before it creates a transaction. The consumer has to see herself in it. I made sure the product selection, the materials, and the retail presentation all worked together to create that moment.
RAISING THE BAR HIGHER
Zone Zella became a genuine destination within Nordstrom's activewear offering. Sportswear done well is one of the hardest and most interesting creative challenges in the industry. This project is a big part of why I think so.