GENESEE NELSON
G/FORE2021 + 2026
- BRAND
- RYDER CUP
-
HOLIDAY
- FATHERS DAY
- FOOTWEAR
- G/18
- MG4+O2
- GALLIVAN2R
- CREATIVE
THOM BROWNE
- 2014 + 2018
CREATIVE / DESIGN / EXPERIENCE
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CIAO BELLA! - Ryder Cup Collection
Creative Direction & Design
The Ryder Cup Collection represented a defining moment in bridging G/FORE’s design ethos with one of golf’s most storied competitions — transforming heritage into a contemporary, culturally rich product language. I led the creative and design direction from ideation through execution, shaping the visuals, collection strategy, and cross-category product line plan that unified apparel, accessories, and footwear under a cohesive creative vision that resonated to a global audience.
A key focus was reinterpreting Ryder Cup heritage and Italian sport culture through original graphics, material innovation, and new silhouettes. By integrating vintage references like patches, typography, and cultural icons into modern executions, I guided the creation of a distinctive creative world that elevated cultural resonance while staying true to performance needs and lifestyle appeal.
Working collaboratively with apparel designers, product development teams, and partners in footwear and accessories, I set the creative framework that balanced innovation, performance, and storytelling. This included leading collection line planning, design direction, and visual identity — ensuring a harmonious connection between product, narrative, and brand positioning.
The final collection delivered not just product, but a unified visual and cultural experience — capturing the spirit of the event and extending G/FORE’s voice across campaigns, retail pop-ups, and digital platforms with clarity and authenticity. The result was a cohesive creative world that elevated the intersection of culture, sport, and design