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Fashion Sport:
 

Exploring the Popular Bootleg T-shirt Design Style in the Sports World

​Branding / Web Design / T-shirt Design

Research Question

How might I incorporate this style of design in the sports world?

Project Overview

I have seen the bootleg style t-shirts trending on my TikTok feeds. I was intrigued by the popularity of this style of t-shirt design.

I began to see shirts worn amongst my children and their peers but mostly with musical artists. I decided to explore this style of design with popular sports figures instead of musicians.

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Process Overview

  • I gathered background information on the bootleg t-shirt style and it's rise in popularity.

  • I researched how well sports t-shirts fare among consumers.

  • I did some research to find the consumer group and demographic for my brand.

  • I created a few prototype logos and brand boards for the SPORTEES brand.

  • I looked at different vintage tee and sports apparel websites before creating my own.

  • I watched many tutorials to learn how to create bootleg style t-shirts.

  • I consulted young adults about the brand name, slogan, and designs.

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Solution Components

  • Brand Board for SPORTEES

  • Prototype of an actual SPORTEES T-shirt

  • Website

  • Social media campaign (Instagram)

  • Packaging for the brand (zip up t-shirt bag, price tag, stickers)

  • Project Poster

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Audience/Users

My audience is young adults (late teens to early 30's) who are sports fans/fanatics. They support their favorite team or player and love to debate and interact with like-minded fans and opposition. They like to express themselves through fashion. Their fashion has an urban feel (fashionable jeans, sneakers, accessories). T-shirts are the main event of the outfit and bring everything together.

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Success Criteria
and My Solution

After my design process, for my solution to be a success, I know it needs to:

  1. Explore the bootleg style of t-shirt design.

  2. Create a brand vibe.

  3. Create a buzz for the brand with my demographic.

  4. Make a quick website purchase.

  5. Give back in some way.

DESIGN CRITERIA 1

Explore the bootleg style of t-shirt design.

I looked at key elements of the bootleg style and incorporated them into my designs. Each design has a team stadium and smoke graphics in the background, intentionally gaudy typeface, photos layered haphazardly on top of one another, and saturated image colors.
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DESIGN CRITERIA 2

Create a brand vibe.

I created a brand board that shows all the branding elements for SPORTEES. The brand board includes brand logo, brandmarks, colors, typeface, assets, and packaging.
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DESIGN CRITERIA 3

Create a buzz for my brand with my demographic.

The popularity of this aesthetic is being driven largely by Instagram. I created an Instagram page as a place for brand followers to stay informed on existing and new merchandise. The posts draw excitement for the brand and coincide with current sports events.
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DESIGN CRITERIA 4

Make a quick website purchase.

The SPORTEES website is simple, fast, and user friendly. It was designed to limit the amount of clicks and decisions you need to make to be able to complete a final purchase.
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DESIGN CRITERIA 5

Give back in some way.

SPORTEES is proud to partner with Boys & Girls Club of Indianapolis with our Youth S'port Charitee. 5% of every shirt purchased will be donated to the Boys & Girls Clubs of Indianapolis to go towards their youth sports, fitness, and recreation programs.
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