Utah Jazz Use Fashion to Boost Global Branding

Image Source: Instagram Utah Jazz Use Fashion to Boost Global Branding

[{"selector":"#anim-ccc7cfb7-935a-44d3-9f64-d58763e191b8 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0%, 0%) scale(1.5)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-977ccf38-7662-492f-96f5-5b558f58f786","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5edd706a-e45c-473e-a985-df7bd7365acc","keyframes":{"transform":["translate3d(0px, 166.53746%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Image Source: Instagram Calyann Barnett’s chance encounter with LeBron James and Dwyane Wade in 2007 led to her career as a celebrated stylist for NBA players and a creative consultant for the Utah Jazz.

[{"selector":"#anim-e0fc11ff-0aaa-432d-9b6a-d46b8ee7c02d [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(0%, 0, 0) translate(25%, 0%) scale(1.5)","translate3d(0%, 0, 0) translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"fill":"forwards"}] [{"selector":"#anim-625779a1-a9b4-4ebc-8d8d-a81abbdddef7","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-123d8f35-e458-416d-b630-4a33b6109e2f","keyframes":{"transform":["translate3d(0px, 221.74939%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Image Source: Instagram Barnett was struck by the potential of styling athletes, which she saw as an unmined niche area.

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[{"selector":"#anim-cf9e6281-c0dd-4d5d-be1f-96051981c871 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(0%, 0, 0) translate(25%, 0%) scale(1.5)","translate3d(0%, 0, 0) translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"fill":"forwards"}] [{"selector":"#anim-ad9016ba-2672-4e1b-8258-a51a798d30c3","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-62f356fc-3d44-4010-af26-d6dd6c6fabc3","keyframes":{"transform":["translate3d(0px, 185.40634%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Image Source: Instagram Her work with athletes involves getting them to abandon the oversized, baggy look in favor of a tailored look that shows off their masculinity.

[{"selector":"#anim-45a3d033-c557-455d-817e-1de15e02cd1e [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0%, 0%) scale(1.5)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-e0f5154e-f8df-4fed-8dc4-7c91bc4659cd","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ace16bc4-2796-484c-a294-8a39a1058754","keyframes":{"transform":["translate3d(0px, 185.40634%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Image Source: Instagram Barnett helps her clients see fashion as a way to capitalize on marketing opportunities, and not just a way to look good.

[{"selector":"#anim-5f262031-43b4-4ca6-9d43-57d54d8f76a7 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(0%, 0, 0) translate(25%, 0%) scale(1.5)","translate3d(0%, 0, 0) translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"fill":"forwards"}] [{"selector":"#anim-e6071f70-86b0-4b33-99e0-ddf4b7c1ffa3","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-63038938-0654-4176-a9c5-185ace9b3421","keyframes":{"transform":["translate3d(0px, 185.40634%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Image Source: Instagram She also runs The Shop Miami, where she hosts pop-ups for brands that want to test the market without the overhead of a physical store.

[{"selector":"#anim-73ccb392-e5c5-4c51-b3d2-cfb3b02b9914 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0%, 0%) scale(1.5)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-5cda31be-a4ad-46af-aa41-770fb0ddeb37","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5e2f941e-ed5f-4398-b974-f446518684ef","keyframes":{"transform":["translate3d(0px, 185.40634%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Image Source: Instagram Barnett is now expanding the Utah Jazz’s brand with her design acumen and entrepreneurial expertise.

[{"selector":"#anim-acf356b8-e370-432e-9672-facadce59dc7 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0%, 0%) scale(1.5)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-5a9fcc6b-47aa-4926-9b35-5859cbcfd1e4","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5a487f65-40ae-498f-8523-73abd7e72325","keyframes":{"transform":["translate3d(0px, 166.53746%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Image Source: Instagram Barnett’s friendship with Clarke Miyasaki, whom she’d been introduced to by Wade, led to her introduction to Jazz owner Ryan Smith and wife Ashley.

[{"selector":"#anim-0741df4b-beb7-4c7e-8eec-df4c5bd53990 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(0%, 0, 0) translate(25%, 0%) scale(1.5)","translate3d(0%, 0, 0) translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"fill":"forwards"}] [{"selector":"#anim-402fc737-f48a-4d14-8237-ebb0329add9b","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ddd6643b-1560-4a57-8761-5200967df911","keyframes":{"transform":["translate3d(0px, 166.53746%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Image Source: Instagram The Smiths were looking for new and inventive ways to grow the team’s footprint, and Barnett’s talent and force of personality made her someone they had to work with.

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[{"selector":"#anim-94f0a0e5-56df-46d2-8e95-a5e846390171 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(0%, 0, 0) translate(25%, 0%) scale(1.5)","translate3d(0%, 0, 0) translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"fill":"forwards"}] [{"selector":"#anim-63e915ab-7d96-40ff-870a-3c0186ba06bb","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9fc6f9f5-f354-4aa4-afd1-23446213bde4","keyframes":{"transform":["translate3d(0px, 221.74939%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Image Source: Instagram Barnett is the driving force behind CounterPoint, the Jazz’s lifestyle apparel brand.

[{"selector":"#anim-29900c7b-23db-448f-9642-5b97fc8bd120 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0%, 0%) scale(1.5)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-a1f96d66-026d-4cff-8e89-2dd10b6be90d","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6354500f-ece9-4688-be56-20894f98124f","keyframes":{"transform":["translate3d(0px, 221.74939%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Image Source: Instagram She sees fashion as a way to dress for the future and help her clients achieve their goals.

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[{"selector":"#anim-89fdd83b-b009-4ffe-bbb5-a524857c50e9 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate(0%, 0%) scale(1.5)","translate(0%, 0%) scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-0a7a313f-e6d6-47b5-8e19-cd29dd82e66d","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d08c55e3-2f0e-4b70-a15f-7ce742a7d416","keyframes":{"transform":["translate3d(0px, 185.40634%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] Image Source: Instagram Barnett’s background made fashion a natural solution for the Jazz’s desire to become a global brand and a more welcoming and diverse place.