COTTON ON X THANASI KOKKINAKIS
Creative Strategy / Concept Development / Copywriting
No one guessed that Thanasi Kokkinakis would be wearing Cotton On shorts when he won the 2022 Australian Open Men’s Doubles Final. A lucky break that led to Cotton On’s first athlete partnership. I led creative strategy across all key initiatives, from launching a capsule collection to selling out Spartan shorts to pulling crowds at a Pickleball pop-up. The work drove sellout sales, meaningful menswear growth and a blueprint for future athlete sponsorships.
The leisure play
An exclusive capsule that brought the TK energy off-court and gave non-tennis followers a reason to opt in.
The heritage play
Designed by Kokkinakis, the Spartan warrior shorts were part of his official 2025 Australian Open playing kit. We made a limited run available to the public. (The Greek fans loved it.) We didn’t make more. (The Greek fans did not love it.)
The play-for-real play
A chance to rally with Kokkinakis at Melbourne Central in partnership with National Pickleball League. We engaged comedian and Kokkinakis’ mate Elliot Loney to MC the event for guaranteed good banter.
