Rukket Sports

Running the brand behind a family of sports and outdoor products

My Role
Brand Manager, April 2018 – October 2021 (remote, Wilmington, Delaware)

Brands
Rukket Sports · Black Hoof Outdoors · Glow NaNa

Project Scope
Brand Management · Packaging · Product Catalog · Instruction Inserts · Amazon + Shopify Listing Graphics · Landing Pages · Email Marketing · Social Media · Micro-influencer Program · Photo + Video Direction · Product Concept Renders

The Challenge

Rukket makes training gear for baseball, softball, golf, soccer and lacrosse: nets, goals, rebounders and batting tees. Most of it is bought online, shipped in a box and set up in a backyard.

That means the listing, the box and the instructions do the selling and the supporting. Every product had to look like it came from the same brand, work in English and Spanish, and make a first-time customer confident they could put it together. And the same team was growing two more brands, Black Hoof Outdoors and Glow NaNa.

The System

Packaging. Bold black-and-white boxes built on the Rukket chevron, with “You Came to Win” front and center, bilingual panels, clear feature callouts and a cross-sell band that introduces the rest of the line.

Sub-brands. The Rukket FC crest gives the soccer line its own identity while staying inside the parent brand.

Product catalog. The 2018 catalog opens each sport with full-bleed action photography and a slashed banner system that carries across every chapter.

Instruction inserts. Illustrated, step-by-step assembly guides that point customers to video instructions and a help line.

Marketplace + digital. Listing visuals and enhanced brand content for Amazon and Shopify, plus landing pages and marketing emails.

Social + influencers. I managed Instagram, Twitter, Facebook and YouTube for all three brands. I also built a micro-influencer program from scratch, from the creator contracts to day-to-day management, and grew it to roughly 1,000 micro-influencers across the three brands.

Photo, video + product development. I directed photo and video shoots in-house and internationally through content creators, and worked with engineers to prototype and render new product concepts.

The Result

Rukket’s packaging won three national GDUSA awards: a 2019 American Package Design Award for the 6x6 Rip It Lacrosse Goal, which I designed and photographed; a 2020 American Package Design Award for the Glow NaNa Lounger, where I was creative director and designer; and a 2020 American Graphic Design Award for Kärlek packaging, which I art directed.

One system, many products:
From the screen to the box to the backyard, Rukket looks and sounds like one brand, and the brand kept growing without losing itself.