About the Project
We were brought in to reset Lotto, the iconic Italian sportswear brand once known for its dominance in football and tennis. The brand had strong cultural relevance in the 80s and 90s, from velcro logo footwear to legendary endorsements like Martina Navratilova and Boris Becker. While Lotto had faded from the U.S. market, its design legacy and Italian roots remained intact. Our goal was to reintroduce the brand as a luxury sportswear label, rooted in heritage but positioned for the future of global football.
Our Role
We led the entire creative direction and brand strategy. This included developing a new narrative centered on Italian craftsmanship, building a unified identity system, defining a signature color palette, and designing the visual language to guide future collections. We created the full apparel line from the ground up—selecting fabrics, refining fits, constructing silhouettes, and detailing every trim. The first release, titled UNIFORME, introduced foundational pieces like the Treviso Tracksuit and Goalie Jersey, setting the tone for the brand’s next chapter.
Creative Directors:
Dustin Canalin & Kari Cruz
Design:
Trophy Hunting® Design
Dustin O. Canalin led the design and brand development of Good Practice, a new label created for The Athlete’s Foot. The brand embodies a youthful, energetic spirit—offering fun, trend-forward outfits for dreamers and fighters alike. From concept to execution, Canalin created the name, logo, and full design system, shaping a brand identity that connects with the next generation of athletes and style leaders.
About The Brand:
Good Practice is a lifestyle brand that champions self-expression, independence, and community. The name reflects both the wisdom of practicing well and the intention of putting “good” into the world. We design clothing as a voice, playful, confident, and inclusive, made for a generation unafraid to live their own way.
Guided by the creative direction of Dustin O. Canalin, the brand blends sports silhouettes with classic lifestyle pieces, reimagined through refined fabrics, textures, and bold graphics. The aesthetic carries energy and scale, balanced with muted primary colors that suggest a lived-in journey. Every detail is considered to create clothing that feels both familiar and entirely new.
Good Practice is about more than style. It is an open invitation for people of all races, sizes, and genders to find confidence, joy, and connection through what they wear. Clothes are not just what you put on, they are how you speak, and Good Practice gives that voice power.
Good Practice is about fun, freedom, and community, the good you practice every day.
Creative Leads: Dustin Canalin & Kari Cruz
About This Project:
To celebrate the Smurfs movie starring Rihanna as Smurfette, PUMA and Fenty brought us in to develop a limited-edition apparel capsule that felt fresh, cultural, and unexpected. Our goal was to move beyond traditional licensed merchandise by creating a fashion-forward narrative rooted in the shared spirit of two icons: Rihanna and Smurfette. The result was a capsule collection for men, women, and kids that honored the legacy of the Smurfs through a modern, personal lens.
Our Role:
We led the creative direction, brand strategy, and concept development for the collection. Our team pitched Rihanna the core story that would shape the entire project, exploring the overlapping energy between her and Smurfette as a foundation for the design system. From concept to final product, we worked closely with the internal PUMA and Fenty teams to create apparel that mixed nostalgia, pop culture, and elevated fashion. The result was a thoughtful, stylish take on licensed product that felt true to the characters and the cultural moment, while staying unmistakably Rihanna.
Black Fives Collection creative direction was led by Dustin O. Canalin for Puma & The Black Fives Org. Like a lot of Canalin's work he wanted to tell an authentic story about the origins of The Black Fives and it's importance to the NBA and the game of basketball today.
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About the Project
Overtime approached us to create an apparel capsule that would resonate with Gen Z youth through the lens of sports and lifestyle. Our concept drew inspiration from the tradition of high school car wash fundraisers, the concept was built around themes of community, hustle, and nostalgic Americana, reimagined for a new generation.
OUR ROLE:
We led the creative direction, concept development, and design for the capsule. DOC® created all original illustrations and developed a custom tie-dye pattern.
Released in 2013
Never fear UNDRCRWN is here.
A collection built on the idea of being the underdog. An official colaboratoin with the cartoon The Underdog, UNDRCRWN combined it’s signature sport style with the graphics and assets of Underdog.
