Goal: Launch new division of business with a technical yet fashionable Trail category in Spring Summer 2025.

Objective: Strategically develop a wide-ranging assortment of performance outerwear, layering pieces, activewear and accessories for a head-to-toe stake in the Hiking world that feels like a brand-right, trustworthy extension of Halfdays’ proficiency in ski.

Deliverables: Developed an evergreen Product Bible defining product vision, positioning, brand persona, design language, and color strategy. Directed product strategy and merchandising for SS25 and FW25 Trail collections. Created concepts and led design, color, and fit, executing collections from sketch to production.