Around a decade ago, I joked to myself that the less sporty someone was, the funnier it looked when they wore Athletics Department gear.
That thought became the seed for The Dudes Unathletics Department—a tongue-in-cheek capsule I created to celebrate being proudly un-sporty. I designed and art-directed the entire project around a fake varsity swagger and ironic team spirit. Adding an “S” to “Unathletic” gave it just the right tone—more playful, more searchable, and somehow more memorable. “Unathletic Department” didn’t land the same, and back then, no one else had touched it.
That thought became the seed for The Dudes Unathletics Department—a tongue-in-cheek capsule I created to celebrate being proudly un-sporty. I designed and art-directed the entire project around a fake varsity swagger and ironic team spirit. Adding an “S” to “Unathletic” gave it just the right tone—more playful, more searchable, and somehow more memorable. “Unathletic Department” didn’t land the same, and back then, no one else had touched it.
