Spadille
Total rebuild for an ambitious new activewear brand. Content and stories surrounding real athletes and their actual stories.
Creative ranging from garment design, web design, and a deep content model.
Industry
FASHION
City
Toronto
Year
2026
Type of work
Overview
Spadille is a men’s activewear brand designed in Toronto. Owners Harry and Simmer had always wanted a brand of their own in a space they live in as customers of Salomon, On and Saucony. Both are seasoned operators across restaurants and real estate, but neither had ever built a brand: no narrative, no visual identity, no content model. What they had was manufacturing. They’d sourced the same high-calibre factories in China that make Vuori, then handed the brand to a local marketing agency.
It fell flat. The messaging was muddy, the products drifted from the brand, and the content had no aim. I was hired to rebuild the brand from the ground up: new messaging, a net new art direction, and a content model that would give their audience something to give a fuck about.
400K+
ORGANIC IMPRESSIONS IN 8 weeks
100+
ORIGINAL CREATIVE AND VIDEOS MADE
2
MONTHS TO COMPLETION
revamped messaging
SPADILLE CLOTHING
Spadille’s messaging is built on one belief: the best version of anything is done properly. Where the category asks you to show up, Spadille asks you to do it well, and proves it with ordinary men on ordinary days rather than athletes.
imagery
Toronto is one of the sports meccas of North America. Few cities in the world have major league teams in three different sports. It’s a city of runners, basketball players, fighters, and hockey players. And behind every athlete with an elite record is a story not often told.
The story of Spadille is a story of a standard. It’s not enough to just do it. That’s the barrier too many enter and exit too early. It takes a different type of athlete to stay, to commit, and to give genuine effort.
Imagery at Spadille is masculine, honest, and nearly editorial. Quiet, diligent effort, without clichés like drops of sweat or staged fatigue. Men in motion, in their private training spaces. Behind a bag, jumping rope in the park, pushing iron at home. That’s where the real work happens.
CONTENT STRATEGY
Sports is filled with stories. Not the highlight itself, but the work it took to get there. The story of a world-record breaking bike made out of a washing machine. The illegal spaghetti racket. Foreman's championship at 45. The first Asian world boxing champion of 1923.
These are the often remarkable but quiet stories of men who worked and accomplished great things. Shared in short form (40-50 seconds), the model took off quickly, generating 100s of thousands of impressions in a matter of weeks.
illustration
I was so blessed to collaborate my beloved partner, Mariia Konash on an enormous illustration library. Mariia produced an enormous illustration library spanning hundreds of icons, highly detailed scenes and subjects. Broad, straight, confident strokes, with friendly rounded shapes and abstractions. The library overall adds a human touch that would render the brand incomplete altogether without it.
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