LAFRANCE
LaFrancé x PUMA Hoops is the lifestyle evolution of LaMelo Ball’s signature platform — shifting his brand into a more premium, fashion-forward space. As Puma expanded Melo’s universe beyond performance, LaFrancé became the vehicle to express his personality through elevated streetwear rooted in luxury attitude and cultural edge. On this project, I helped push that direction forward by refining the graphic language and building cohesive visual systems that felt richer, more intentional, and aligned with a higher-end positioning — proving how a performance-driven athlete line can scale into a fully realized lifestyle brand.
