Spin Master - Water Sports and Coop

As the lead designer for both Water Sports and Coop, I was tasked with evolving these legacy outdoor brands to stay relevant with Gen Z consumers—an audience driven by trends, aesthetics, and active social play. To maintain momentum in a competitive market, I spearheaded product refreshes every two years, introducing bold new visuals and innovative formats that aligned with emerging cultural and retail trends.

Key contributions included the award-winning Coop Pickleball Paddle, which was named a Toy of the Year finalist, as well as the development of the Bottle Splash Game—a fresh take on bottle knock that transitioned a classic backyard game into a dynamic water-friendly format. I also led the creative adaptation of trending sports like Spikeball and Cornhole for pool environments, reimagining them with floatable, eye-catching components designed for aquatic play.

My work combined trend forecasting, user research, and design strategy to deliver fun, visually bold, and socially sharable experiences—ensuring both Water Sports and Coop remained exciting, relevant, and retail-ready for the Gen Z market.