Olukai— OluKai × The Azalea Capsule
Creative Direction, Pattern & Graphic Design
The Challenge:
A golf capsule for the most hallowed week in the sport, where the palette alone, azalea pink and clubhouse green, is practically sacred ground. Everyone recognizes it, which is exactly why it's so easy to do cheaply and literally. The harder job, earn OluKai's Hawaiian DNA a place on the first tee at the most tradition-bound event in golf, without the Aloha reading like a costume.
The Insight:
Aloha and Augusta have more in common than it looks, both are built on reverence for a place, its rituals and its beauty. So instead of forcing the two together, I let their visual languages merge, a Hawaiian toile woven entirely from golf iconography, the fishhook reimagined as part of the course. Restraint over logos, tasteful from ten feet and a love letter up close.
The Work:
One tonal system, azalea pink and green, carried across three silhouettes: a canvas slip-on, a lace-up golf sneaker and a leather sandal. The payoffs are hidden where only the wearer finds them, Aloha floral embroidery, a custom Hawaiian-golf toile printed inside the footbeds, salmon piping, a spikeless outsole stamped in the fishhook cleat pattern. The campaign leaned all the way into the week, drowning in azaleas, a signature cocktail, a rack of green golf balls, setting the scene without ever having to say the trademarked word.
The Result:
A capsule that earned OluKai a spot on the shortlist for the week that matters most in golf, featured in Golf Digest's and Australian Golf Digest's roundups of the best Augusta-inspired drops of 2026, standing alongside the sport's heritage names.
Olukai— OluKai × New Heights
Creative Direction, Pattern & Graphic Design
The Challenge:
On paper, these two worlds don't touch. OluKai is Hawaiian craftsmanship and slow island living. New Heights is Jason and Travis Kelce, the loudest podcast in football, red solo cups and a locker room. This one had to feel inevitable to two fanbases that don't overlap.
The Insight:
Both brands obsess over the same thing, the object. So the football couldn't live in a graphic, it had to be built into the shoe. Make it a collectible that rewards a second look, and it stops feeling like a celebrity cash-in and starts feeling like a real piece.
The Work:
Every detail pulls double duty, island craft on one read, gridiron on the other. The straps are stitched with cross-lacing pulled straight off a football. Jason and Travis's signatures are gold-foiled into the inner straps. The footbed carries a New Heights Equipment Co. badge built around their jersey numbers, 87 and 62, fused with OluKai's fishhook and laser-etched into full-grain leather. Then we shot it in a vintage locker-room world, helmet, tape, the podcast mic, a red cup, so the product lived inside the New Heights universe instead of sitting on white seamless.
The Result:
A limited-edition drop that launched across the Kelce Clubhouse and OluKai's full retail footprint in June 2026, and earned editorial pickup well beyond the sports world, WWD, Footwear News, Parade, Page Six and more, the kind of press a celebrity collab usually chases and rarely earns.
