Hi Fi Athletics

Hi Fi Athletics is a boxing-inspired streetwear brand for women. Created for those who have historically been marginalized in combat sports, its intention is to expand their space in boxing culture, encouraging them to make it their own.

The brand speaks to innovation rooted in tradition. It pays homage to the look and feel established throughout the history of boxing, but subverts it as lifestyle-forward and customized for women. Hi Fi is inspired by the flamboyant, flashy, loud, over-the-top aesthetic of boxing culture: the robes, the shorts, the silk, tassels, and patches that adorn traditional garments worn in the ring. They push the boundaries of boxing culture by adding something new, through style, approach, and mentality.

Butter Studio, a creative agency for sports brands, developed the company strategy, name, brand identity, digital marketing design, and apparel design.