USA TRI elite

USA TRI ELITE

USA TRI brings USA Triathlon’s Junior, Developmen, and National Teams together under one bold identity, creating a unified platform to tell the stories of athletes representing the future of the sport and competing on the Olympic and Paralympic stage.

Played a key role in launching USA TRI, a unified identity bringing USA Triathlon’s Junior, Development and National Teams together under one banner.

The brand creates a cohesive platform for Olympic and Paralympic elite athlete storytelling, connecting emerging athletes with those competing on the world stage and giving fans a consistent way to follow the athletes, teams and journeys within the high-performance pathway.

My Role

  • Led the social strategy and content development for @USATRIElite, establishing an athlete-first approach to storytelling across the high performance program.

  • Shaped the USA TRI launch across creative development, social strategy and brand execution, collaborating with athletes, coaches, and internal stakeholders to bring the identity to life.

  • Led the design of the USA TRI cycling kit, owning the project from initial concepts and creative direction through final design, production, and athlete debut.

  • Developed content highlighting athlete journeys, personalities and the path to LA28, while using performance insights to continuously refine the social strategy.

SOCIAL MEDIA IMPACT

+9.2% Followers

5.28M+ Impressions

220K+ Engagements

4.2% Engagement Rate

USA TRI CYCLING KIT

As part of the USA TRI launch, I led the design of the inaugural USA TRI cycling kits, translating the new brand identity into a physical piece of the athlete experience.

With a limited creative brief, I took ownership of the visual direction and design process—from developing initial concepts and exploring how the USA TRI identity could translate to performance apparel, through revisions, final artwork and production. The goal was to create a kit that felt bold, distinctly USA TRI and unmistakably connected to the athletes representing the United States on the world stage.

The finished kits were worn by athletes during course familiarizations at international competitions, giving the new USA TRI identity a physical presence alongside the athletes it represents.