*Personal project* A new athletic brand born out of a love for lifting, with the goal of encouraging and supporting all lifters (olympic weightlifters, powerlifters, strongman competitors, crossfitters) from all walks of life. COAL believes in getting “Stucking Frong”, which is all about getting stronger but not taking things too seriously. I created the brand from scratch and produced each look and piece of brand communication from concept to sketch to production.
Brand highlights:
Proudly, slowly becoming part of the North American lifting culture.
Selling out 2 full-size, full-product restocks.
Giving back over $2000 to the strength community via sCOALarships, gifts and donations.
World Record Holder Ray Williams wearing and supporting COAL.
Other national, provincial and state champions wearing and supporting COAL.
Santa wearing and supporting COAL.
Creation of “Stucking Frong Sunday” to celebrate strength each week.
Creation of “Women Crushing Weights is the new #wcw” to celebrate women lifters each week.
Countless DM’s from people saying that our message resonated with them.
