Hi Fi Athletics

“How can we honor boxing’s legacy while creating space for women to redefine it on their own terms?” - Cari Sekendur, Founder, Hi Fi Athletics

Hi Fi Athletics is a boxing-inspired streetwear brand designed for women who have historically been sidelined in combat sports. Drawing from the flamboyant aesthetic of boxing—think silk robes, tassels, and bold patches—Hi Fi reimagines these elements through a lifestyle-forward lens that’s unapologetically feminine and fiercely modern. Butter developed the brand from the ground up: naming, identity, digital presence, and apparel design. The result is a brand that pays homage to boxing’s roots while pushing its boundaries, inviting a new generation to step into the ring with style and confidence.