Confidential Global Sports Brand

ANTI-DO-TO: Turning Belief into a Brant

How a radical philosophy became a platform for Gen Z activism

Client: Confidential Global Sports Brand
Agency: Interbrand London + C Space London
My Role: Experience & UX/UI Design Director
Scope: Brand Verbal and Visual Identity, Product Design, UX/UI, Branded Experience
Engagement Type: Strategic leadership across concept, design, and digital delivery

In Brief

Gen Z rejected performative branding and wanted something real.
We co-created the brand with them from scratch.
I turned the brand’s purpose into a digital and product system.
Every part of the experience became a platform for action.
The result: a credible brand movement led by its audience.

1. Challenge

Gen Z rejected performative branding and wanted something real.

A global sports brand was losing relevance to younger audiences. Its polished identity felt distant. Gen Z sought purpose, not perfection. They were tired of brands that spoke but didn’t act. To earn their trust, we had to design with them, not for them.

The challenge was to create something meaningful, something they’d want to wear, share, and shape.

2. Insight

We co-created the brand with them from scratch.

We didn’t just conduct research; we built a global community. Young people from Tokyo, Milan, London, New York, Seoul, and Paris shared their hopes, doubts, and demands. Through diary tasks, interviews, and group sprints, we discovered what they sought from brands: action, not polish; voice, not vanity; purpose over performance.

The name ANTI-DO-TO was born from that space.
 ANTI: takes a stand.
 DO: drives action.
 TO: looks to the future.

 Even the hyphen became a symbol, pointing at what’s poisoning our world and then inviting people to act.

3. Change

I turned the brand’s purpose into a digital and product system.

We brought this philosophy to life through product, platform, and experience. The business model became the cornerstone of the user journey, and the actual navigation bar reflected the brand values: half of the profits are allocated to social projects, clearly displayed.

We designed an online space that felt like a protest, product drop, and manifesto. From gender-free wardrobe collections to co-branded collaborations, everything was meaningful and designed for action.

4. Delivery

Every part of the experience became a platform for action.

The digital platform was more than just a store; it fostered a community centred on shared values. Each click felt like a deliberate choice, and each item came with its own context.

The hyphen-led visual system united product, content, and campaigns. Offline, we launched curated collections, pop-up events, and ambassador programmes, connecting changemakers across cities. We gave the community the chance to shape the brand in their image.

From
The diagram of the business model

To
The website navigation bar

5. Impact

The result: a credible brand movement led by its audience.

ANTI-DO-TO didn’t try to speak for Gen Z. It gave them the mic. And they ran with it. The platform sparked conversations, fashion drops, and global participation.

The most significant outcome was Trust. This wasn’t a campaign. It became a movement powered by belief, built through co-creation, and sustained by real impact.