Ecommerce development for NYC’s first sustainable tennis apparel brand.

Jgame is an eco-conscious tennis wear brand, sourced & sewn in The Bronx, NYC. The brand was founded by meteorologist & tennis-aficionado, Jackie Meretsky, who was looking to combine her lifelong passions into a tangible business.

Sports apparel is a high barrier market with giants like Nike and Adidas standing guard. Jgame brought me on board to flesh out their identity, develop their ecomm platform, and deliver the sling to take down Goliath.

Brand Strategy
Identity Design
Web Development
Solo Project

Jgame’s aim is to grow and evolve tennis, while still acknowledging and participating in its rich history and culture. The styles are classically cut and feature contemporary color-ways, with the most distinctive aspect being the quality and sourcing of the materials themselves. This contrast between classic and contemporary would need to be reflected across every brand touch point.

Identity design

The identity features a script wordmark paired with a neon-green circle, who’s proximity to the loopy “J” creates the abstraction of a tennis racquet serving a ball. This abstract tennis ball is featured throughout the identity, always occupying the top-right quadrant in compositions, to imply forward movement, progress and optimism.

The color palette takes inspiration from the surfaces that make up some of tennis’ most iconic courts, such as Wimbledon and Arthur Ashe Stadium, while the typography utilizes neo-classical typefaces to solidify the brand feel.

Brand extension

An online, D2C platform is the life-source for any modern apparel brand - providing revenue generation, brand awareness, and customer data collection. As a lean start-up, Jgame required a platform that was flexible, self-operational, and integrated easily with third-party applications - making Shopify the clear choice.

The site features a custom theme and integrated marketing flows, while operations training was provided to ensure Jgame could handle fulfillment and customer service entirely in-house.


Jgame launched in May of 2022 and quickly rose to prominence, landing features on Tennis.com, Refinery29, Reader’s Digest and more. Ecommerce has played a key holistic role, generating direct sales, acting as a POS for events and pop-ups, and providing proof-of-demand for retail distribution partnerships.