[Heritage Terrace Range]
A new category, driven by design, built to address the moment and reposition the Classics portfolio
Role: Lead Designer, Range Architect, Creative Direction
Launched: 2022
Outcome: Reebok’s top-selling women’s shoe for several years
This range was developed in close partnership with our product and merchandising teams, but I was deeply involved from the earliest stages — often identifying whitespace and shaping the brief before it was written. It began in 2021 with the Club C Grounds, designed to relieve pressure on the top-selling Club C while introducing a new upper construction Reebok had a right to own.
At the time, I was noticing early signals that football culture was resurging. I wanted to create a product that could stand apart within the range while quietly positioning us ahead of the trend.
The Club C Grounds laid the foundation for a multi-season franchise and a strategically important piece of Reebok’s business. As the line expanded, it helped diversify the Classics portfolio and reduce over-reliance on Club C.
I designed every shoe, colorway, and material story across the range — giving each product a clear role while maintaining a cohesive point of view. The Grounds went on to become Reebok’s top-selling women’s shoe for several years, eventually surpassed by another model I designed: the Classic AZ.
[Reebok Hammer]
Following the early success of the Reebok Grounds, I designed the Hammer as its bold counterpoint. While the Grounds eased Reebok into the terrace space through thoughtful color and material choices, the Hammer came in swinging. We pulled from our 90s global football archive to create something more aggressive and defiant. At a time when every brand was focused on 70s terrace styling, we chose to offer an alternative. The result was a distinct silhouette that stood on its own while still complementing the world we had started to build with the Grounds.
[Inspiration]
The Hammer was inspired by the way football culture blends with other styles across eras. I’ve always been drawn to the mix—never the full
head-to-toe football kit, but the way jerseys, boots, and terrace staples get reinterpreted through different lenses. This shoe reflects that attitude. It nods to the game without being confined by it.
[Club C Grounds UK]
The Grounds was built to tap into the success of the Club C without stepping on its toes. We kept the Club C tooling but redesigned everything above it. The upper features a clean blucher construction, mostly in suede, giving it a fresh identity while staying rooted in Reebok’s heritage. From the start I committed to using only gum cupsoles. In the retro terrace space, gum is a key signifier. A white cupsole or leather upper would have pushed it into the tennis category and risked cannibalizing the Club C. This direction allowed us to grow the business by competing for terrace shelf space across the market rather than within our own line.