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They came to us as Sideline Bags. A great product with a name that told you exactly what it was and nothing about what it meant. Founder Meredith Hudson, a former Division I athlete and lacrosse mom, had built something thirty thousand female athletes were already using. The brand just wasn't built to grow with them.
We rebranded it as SLB. Shorter, sharper, and built to live on a bag, a jersey, a story post, and an NCAA sideline without shrinking. We shaped the strategy, built the identity, created the motion system, designed the print, and wrote the guidelines that keep it consistent across a program of three thousand ambassadors. We are still in it, guiding the creative as they scale, and we're building the new site now with our partners at Handbook.
That is what a rebrand should do. Not throw away the equity, but give it somewhere bigger to go.
Positioning that took a product built for a real problem and gave it a brand built to lead a category.
The evolution from Sideline Bags to SLB, a mark built to scale from a bag to a movement.
Ongoing brand and creative direction that keeps SLB sharp as the community grows.
An identity built to earn a place on the sideline, in the locker room, and on the feed.
A motion system that gives every drop, launch, and campaign a signature look.
Print and packaging design that carries the brand from the warehouse to the athlete's hands.
A new site in progress, built with our partners at Handbook to match the brand's next chapter.
A shopping experience designed to sell to individual athletes and full teams without compromise.
A clear framework to keep the brand consistent across three thousand ambassadors and fifty NCAA programs.
