Hurricane Point SS25 – AI concept visual created to explore bold print and movement in performance apparel
Creating technical activewear for a new running brand requires more than just eye-catching graphics or trend-led styles. Freelance activewear designer Jonathan Mitchell recently worked on Hurricane Point, a running brand concept focused on performance and trend. It takes in-depth knowledge of performance functionality, an understanding of your customer, and design choices that fuse aesthetics with movement. The Hurricane Point project is a perfect example of how I approach activewear design with this mindset.
Why Design Matters for Start-Up Running Brands
In today’s activewear market, standing out means having a unique blend of identity and innovation. Runners demand more than bold branding or recycled buzzwords. They want kit that performs—shorts that don’t ride up, seams that don’t rub, and tops that breathe and dry quickly. When start-ups overlook technical design in favour of just logo placement, they struggle to compete. This is where the right design partner makes all the difference.
The Hurricane Point Concept
As a freelance activewear designer, I worked closely with the founders of Hurricane Point to bring their concept to life. The brand was positioned as a performance-first label with a strong visual identity aimed at runners and fitness enthusiasts. Although the project never made it to production, I helped develop the creative direction, researched trends, designed the collection, and created tech packs and samples. You can view the full project in my portfolio here.
SS25 quarter zip top with thumb holes, mesh inserts, and signature ombré print
From Trend to Performance: Design That Moves
Hurricane Point was developed around bold, AI-generated visuals and a layered storytelling approach. Jungle-inspired prints, reflective elements, and sculpted silhouettes brought together fitnesswear styling and running-specific functionality. Breathability, fit, and comfort were front and centre in every garment designed, from twin shorts to performance leggings.
My experience in sportswear and runningwear helped shape decisions on panel placements, fabric specs, waistband constructions, and inner liners. For start-up brands, these details are critical to ensure your first samples meet the expectations of performance-focused customers. I also worked on zoned mesh layouts, bonded seams, reflective trims, and colour strategies that added depth without compromising function.
Working with a Freelance Activewear Designer
Whether you’re starting a running label, building a fitnesswear range, or reworking an existing collection, working with a specialist freelance designer gives you more than just visuals. I offer:
- Concept development and customer positioning
- Trend research tailored to active lifestyles
- 2D and 3D CAD design for sportswear collections
- Technical drawings and full tech packs
- Sample feedback and manufacturing advice
I’ve worked with clients across streetwear, activewear, and sports teams—from one-product start-ups to international brands. My goal is to help you avoid costly mistakes, shorten your timeline to market, and create apparel that functions as well as it looks. If you’re looking to build a running brand or activewear start-up, I’d love to hear from you.
Colour palette trend board inspired by the transition from dark to light
Explore the Project
See the full Hurricane Point case study here: Hurricane Point Running Brand Design Concept
Learn More About My Services
To discover more about my work as a freelance activewear designer, including tech packs, CADs, and manufacturing support, visit my service page.
About Me
With over 20 years of experience in fashion and technical sportswear design, I’ve helped launch brands across activewear, outerwear, and performance clothing. I specialise in concept development, fashion CADs, tech packs, and sampling—working with clients globally from my base in West Yorkshire. If you’re building a brand and need help bringing it to life, get in touch via www.jmitchelldesign.co.uk.
