Role: Art Director
Graphic Designers: Megan Poth, Dea Vander-Fertgus
Type: Brand Partnership, Brand Campaign, Experiential, Social, Video
Client: TJ Maxx × TOGETHXR
Seasons: 2025–2026 WNBA Seasons
TJ Maxx wanted something beyond the traditional plug-and-play player and team partnership. Meanwhile, the WNBA tunnel had become one of the most visible intersections of sport, fashion, and player self-expression, but no brand had turned the physical tunnel into an extension of that moment.
Our opportunity was to create something TJ Maxx could authentically own all season.
TJ MAXX TUNNEL FITS
Tunnel Fits turned the WNBA's pregame tunnel into a season-long fashion platform, connecting TJ Maxx with player style both physically and digitally.
TJ Maxx stylists and TOGETHXR worked with WNBA veterans and rookies on bespoke looks for the season, while the tunnels became branded environments designed around the campaign.
In 2025 and 2026, we took over the home tunnels of the Indiana Fever, Los Angeles Sparks, and Washington Mystics, turning a functional arena space into a backdrop built for arrival photos, player content, and social sharing at every home game.
SEASON ONE — WHEATPASTE THE TUNNEL
For the first season, we wanted the tunnels to capture the spontaneous energy of street style, not a traditional branded backdrop. A wheatpaste-inspired poster system layered typography, messaging, photography, and graphics into a dynamic grid, making every tunnel a fashion-forward collage.
The layering gave each tunnel energy from every angle and created one recognizable identity across three arenas, somewhere between street posters and an editorial fashion wall.
SEASON TWO — ADMIT ONE
After a successful first season, Tunnel Fits returned for 2026 with an expanded program and a refreshed visual identity.
Instead of a full redesign, we evolved the Season One grid around a new idea inspired by the WNBA’s growth, record-breaking attendance.
With more fans showing up than ever, admission tickets became the visual foundation for Season Two.
An “Admit One” design brought ticket typography, numbering, perforations, and memorabilia into the existing grid. It connected two shifts around the league, with more eyes on players’ style and more people in the building.
PLAYER CONTENT
Athlete arrival style once again took center stage, featuring Rae Burrell and Chance Gray of the LA Sparks, Michaela Onyenwere and Shakira Austin of the Washington Mystics, and Aliyah Boston and Kelsey Mitchell of the Indiana Fever.
Against the custom tunnel environments, photo and video content celebrated the individuality and creativity behind each player’s pregame style, giving TJ Maxx a recurring place in one of the WNBA’s most anticipated expressions of athlete personality.
BEHIND THE FIT:
Season Two expanded the storytelling beyond the final arrival look with more behind-the-scenes access to the styling process.
From styling sessions and fit checks to athlete interviews and photo carousels, fans got a closer look at how each outfit came together. The program shifted from documenting what players wore to telling richer stories about how they express themselves.
BUILT FOR THE LONG RUN
Year Two turned Season One’s credibility into a lasting cultural connection. Through original content, athlete participation, organic distribution, and season-long visibility, TJ Maxx became part of the tunnel moments fans came back to and shared.
What began as a first-of-its-kind activation became an ownable space for TJ Maxx at the intersection of women’s basketball, fashion, and culture.
