Zappos Adaptive

Overview

Zappos Adaptive—part of the Zappos family of companies—is an online retailer for people with disabilities offering functional, fashionable clothing, footwear, and accessories built around real mobility, dexterity, and sensory needs. As lead designer and art director from 2020 to 2024, I built the visual language that carried the brand across web, print, and campaigns, and led creative on one of the most significant partnerships in Zappos history: the 2022 Special Olympics USA Games.

Outcomes
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1M+ unique impressions on the Special Olympics landing page. Exclusive styles sold out within hours.
Brand partnerships with Nike, Sorel, Tommy Hilfiger, Reebok, Crocs, UGG, ASICS, and the Special Olympics — concept through launch.
Industry recognition as a leader in adaptive fashion and accessibility, earned through the brand identity system built in collaboration with agency Between State.

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Additional Credits:
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Branding: Between State (formerly Eric & Todd)
Styling: Janeth Lopez.
Editorial Production: Amanda Egan, Lori Wong, Derek Flores.
Photography: Amanda Egan, Lori Wong.
Social: Andrew Kim.

Roles:

Design, Art Direction

Years:

2019–2024

Man and woman holding hands and smiling on a rooftop patio; she wears an orange top and sits in a wheelchair.

The Adaptive Brand

Zappos Adaptive needed a visual identity that matched its mission — bold color, playful pattern, and clear, accessible typography that felt joyful, not clinical. I provided creative direction on the system, partnering with agency Between State through rounds of iteration until it struck the right balance: expressive enough to stand out, accessible enough to serve everyone.

That direction extended to a custom icon system — AFO friendly, sensory friendly, wheelchair friendly, magnetic closures, and more — built collaboratively with the agency to make product features scannable at a glance. It shipped across the homepage, product pages, and social.

Zappos "Run The Day" running campaign — Instagram Story mockup with repeating neon type over a group of runners at Red Rock Canyon.

Zappos "Start Where You Are" running campaign — social ad featuring two women in athletic wear with a "Must-Have Styles" badge.

Laptop mockup on a blue background showing the Zappos Adaptive website homepage, with category filters like Easy On/Off Shoes, AFO Friendly, and Sensory Friendly, plus featured brands including Nike FlyEase and Tommy Adaptive.

Campiagn creative for Tommy Hilfiger Adaptive featuring models wearing Tommy Hilfiger Adaptive clothing — Tommy Hilfiger Adaptive

Promotional materials showcasing the SOREL x Zappos Adaptive collaboration, featuring inclusive footwear designs like the Explorer Boot and Emelie Chelsea Boot, adapted with accessible features for people with disabilities and styled in lifestyle imagery to highlight function and fashion. — Zappos Adaptive X Sorel Collab

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Adaptive x Special Olympics

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As official footwear provider for the 2022 Special Olympics USA Games, Zappos launched an exclusive product line from Crocs, Reebok, UGG, and ASICS alongside a dedicated landing page, national print placements, and a live activation where every athlete received free medical checkups and a pair of shoes of their choosing. The Adaptive team brought the campaign to life — editorial shoot, landing page, product grid, print ad — and I led the art direction throughout.

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My design approach put the athletes forward as the true heroes, using oversized frames and border-breaking compositions to create a sense of depth and energy. The look and feel stayed unmistakably Zappos, while every piece of collateral aligned closely with Special Olympics branding guidelines.

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The result: 1M+ unique impressions on the landing page, with several styles selling out within hours.

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A blue congratulatory print card with illustrated athletes reading "Together, we can promote positive change around disability and diversity inclusion, one step at a time. Congratulations Athletes!" from Zappos and Zappos Adaptive, alongside a digital banner announcing Zappos as a proud sponsor of the 2022 Special Olympics USA Games with a "Shop Special Olympics" button.

Editorial studio photos of three Special Olympics athletes in Zappos x Special Olympics activewear and Crocs against a blue backdrop, plus a group portrait of the same three athletes in matching black outfits and sneakers standing on confetti.

Three studio editorial shots for the Zappos x Special Olympics campaign: a photographer lying on the floor helps a female athlete strike a playful pose against blue, a male athlete sits on a yellow chair in a blue tee and running shoes on a white backdrop, and another male athlete poses in an orange tee against blue.

Close-up of three pairs of legs and sneakers standing on a blue floor covered in colorful confetti, showcasing Reebok, ASICS, and Brooks running shoe styles from the Zappos x Special Olympics collection.

This was one of the largest, inclusive multifaceted partnerships that Zappos participated in as a sponsor. We were fortunate to have Alex as an integral part of the creative strategy, design of our special landing pages, national campaigns, and highlighting our brands and athletes throughout the entire event.

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