FC Dallas
2024
Role
Art Direction • Graphic Design • Apparel Design
Deliverables
Custom Gloves • Scarf • Vintage Tee • Creative Direction
Maarten Paes All-Star Collection
A limited-edition merchandise collection celebrating FC Dallas goalkeeper Maarten Paes' first MLS All-Star selection through custom apparel, collectibles, and storytelling.
Overview
When goalkeeper Maarten Paes earned his first MLS All-Star selection, FC Dallas wanted to celebrate the moment with more than a social post. The goal was to create a collection of memorable pieces that rewarded fans, surprised the player, and extended the campaign beyond matchday.
Working alongside the Marketing, Communications, Social, and Merchandise teams, I concepted and designed a series of custom products that balanced fan culture, storytelling, and retail appeal.
01 - Custom Keeper Gloves
Breaking the news in a memorable way.
Rather than simply announcing the selection, we wanted the reveal itself to become part of the story. I hand-painted a custom pair of goalkeeper gloves using acrylic paint and Posca markers, turning them into a one-of-one gift that Paes received following training. The gloves became both a personal keepsake and a content moment for the club.
02 - Limited Edition Scarf
Extending the campaign into merchandise.
To give supporters something tangible to celebrate, I designed a commemorative knit scarf inspired by Paes' goalkeeping style and visual identity. Angular shapes reference the goalkeeper kit, while the net pattern subtly nods to his position without relying on literal imagery.
03 - Vintage Tee
Creating casual wear for fans.
Instead of a traditional player shirt, I leaned into vintage sportswear with oversized typography, layered photography, and early-2000s-inspired graphics. The result feels collectible rather than promotional while still reinforcing FC Dallas branding.
