Bel-Air Athletics

Some projects end up on television... this was one of them. Bel-Air Athletics is Will Smith's limited-edition lifestyle brand built on the cultural legacy of The Fresh Prince of Bel-Air. The second collection launch needed an e-commerce experience that could hold the weight of that nostalgia — channeling the energy of a beloved 90s cultural artefact into a modern retail experience — while converting the wave of interest into actual purchases.

I worked as UI Designer under the guidance of the Lead Designer at K2O Creative, creating visual design proposals and UI components using Atomic Design principles. The site went live, Will Smith announced the collection on The Ellen DeGeneres Show, and the launch reached 13M+ viewers.

NOTE: Some visual resources are not displayed due to a client NDA.

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Goal

Translate the Bel-Air Athletics brand's 90s-inspired visual identity into a cohesive, conversion-optimized e-commerce experience for a limited-edition drop.

Target Audience

Fans of The Fresh Prince of Bel-Air and Will Smith who wanted to own a piece of that cultural moment.

My Role

UI Designer. Visual design proposals and Atomic Design component creation in Sketch and Figma.

Design Process

Responsiveness: Desktop, tablet & mobile

Impact & Results

As the UI Designer on this project, I helped translate the Bel-Air Athletics brand's 90s-inspired vision into a cohesive and visually appealing online shopping experience for their limited-edition collection.

The project garnered public attention, with the launch and the website being featured in news segments by CBS News Philadelphia and on The Ellen DeGeneres Show during Will Smith's appearance, reaching a wide audience and highlighting the brand's cultural relevance.