Three ranges,
one Dunlop retail story
I led the retail creative across Dunlop's footprint outside the Australian Open partnership — three ranges, sold three different ways. Dunlop Advantage, an everyday activewear range stocked at Target; KT26, a genuine Australian heritage sneaker relaunched for a contemporary retail audience; and Dunlop Rackets, the point-of-sale and campaign system behind the brand's racquet sports equipment. Each range needed its own retail system, built to still read as one Dunlop.
The Dunlop Advantage campaign at retail — window poster and mannequins dressed in the range.
Three very different Dunlop product ranges — everyday activewear, a heritage sneaker relaunch and racquet sports equipment — each needed to compete in its own retail environment without fragmenting the wider Dunlop brand.
Build a distinct, retail-ready system for each range — Dunlop Advantage at Target, the KT26 heritage relaunch, and the Dunlop Rackets equipment line — while keeping every execution recognisably Dunlop.
Developed range-specific campaigns and retail systems: campaign photography and POS for Dunlop Advantage at Target; strategy, moodboard, gondola banner and launch campaign for KT26; and point-of-sale and digital screen content for the Dunlop Rackets CX Series and Precision Series.
Rolled out across Target retail windows and POS, in-aisle pull-up banners, posters, social tiles and earned newspaper placement for KT26, plus racquet-sports retail displays including header cards, demo cards and in-store digital screens.
Dunlop Advantage for Target translated the brand into an accessible, everyday activewear range — designed to feel aspirational on a hanger and completely at home in a mass-market aisle.
Retouched product photography for the Dunlop Advantage range at Target.
Campaign photography supporting the range launch.
The Dunlop ecommerce website — part of the broader Dunlop Advantage retail experience, from homepage through to product and cart pages.
View the Dunlop Clothing campaign deck (PDF) →
KT26 is a genuine Australian heritage sneaker, relaunched for a contemporary retail audience. It moved from strategy and moodboard through to a finished retail campaign with its own gondola banner, point-of-sale and product launch photography.
KT26 — "A Classic."
Strategy and moodboard work, benchmarking competitor sneaker advertising ahead of the KT26 relaunch.
Technical feature callouts carried through from product development to the retail campaign.
The campaign was built to flex across a pull-up banner for in-aisle retail space, posters, social tiles and earned newspaper placement — one idea, sized for every format it needed to fill.
The KT26 campaign applied across poster, social and earned newspaper placement.
Beyond apparel and footwear, Dunlop's racquet sports heritage needed its own retail presence — point of sale, in-store display and campaign work for the CX Series racket range and the squash line.
Point of sale — header cards, demo cards and a free-standing in-store display stand for the CX Series, powered by Srixon.
"Journey for Perfection" — the CX Series racket lineup, applied across in-store digital screens and poster takeovers.
CX Series brochure spread, paired with the PowerGrid technology spec sheet.
"Hit It" squash campaign poster, extended across the Precision Series range.
I built one retail story across three ranges — an everyday activewear line for Target, a heritage sneaker relaunch, and the point-of-sale and campaign system behind Dunlop's racquet sports equipment — each given what it needed to earn its place on shelf.