Product Launch — Training Collection

Mizuno x Ronda Rousey

Capturing power in action.


The Challenge

“Unleash the Fighter Inside” was the theme developed for Ronda Rousey’s Mizuno Training Collection, created to build brand recognition and credibility in the training category. As the sole creative lead for Mizuno USA, I led the creative direction for the photography and video campaign, translating that theme into a visual direction for the launch.

My Role

  • Creative direction, shot list, location review and selection

    Remote on-set photo direction, photo selection, and video post-production direction

    Graphic design — landing page design and go-to-market assets

Scope

Training collection launch — photography and video campaign, go-to-market banner ads, paid media, and campaign landing page.

This was my second time working with Rousey, and I knew her energy wasn’t something we needed to manufacture for the camera. Her intensity is controlled and intentional, but when she hits a boxing bag, the entire room feels it. I wanted to capture that same force in the imagery — focusing on her body in action, the shapes and angles created through movement, muscle tension, and the physical impact of training.

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I worked with the training apparel team to understand the decisions behind the collection — how the pieces were built, the movements they needed to support, and the athlete they were designed for. I built the shot list from there, using twists, squats, boxing, weights, and ropes to show the product through actual training while creating the shapes, muscle tension, and bursts of energy that defined the visual direction.

Banner Ads

The environment needed that same sense of grit without feeling overly produced. I was looking for a working gym with a clean background that kept the focus on Rousey and her movement. Photographer Lucian McAfee found a space with high windows that brought natural light into the gym; with added haze, the light cut through the space and highlighted Rousey in action while keeping the setting grounded in the training itself.

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The pandemic meant I couldn't travel to the shoot. I worked closely with McAfee during pre-production, reviewing his location options and confirming the final space. During the shoot, the team connected me remotely to review photography and give immediate feedback.

Video was more difficult to direct remotely, so my involvement focused on pre- and post-production. During the initial review, I identified missing logos and product shots and worked with the Mizuno marketing team to collect all notes. I worked with Stept Studios through the revisions as they captured the additional footage needed for the final edit.

Product Display Page

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I carried the campaign direction into the go-to-market execution, personally designing the campaign landing page and supporting launch assets.