Priscella Shum
Senior Apparel Designer - Jordan Brand Kids @Nike
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WORK HISTORY
Senior Apparel Designer - Jordan Brand Kids @Nike
Beaverton, OR, US
Lead creative direction for Jordan Brand Kids apparel, informing and driving seasonal pinnacle collections that blend the brand’s iconic heritage with forward-thinking design and youth culture insights. Partner closely with Nike’s Jordan Brand team, merchandising, and marketing to ensure each product line delivers both performance and cultural resonance.Key Achievements (in progress)* Shaping creative direction starting from Spring/Summer 2027, aligning design strategy with brand storytelling to inspire the next generation of athletes and style leaders.* Creating trend-driven collections that respect Jordan Brand’s DNA while pushing boundaries in fabrication, color, and silhouette for the kids’ market.* Acting as a bridge between the Portland and New York design teams, fostering seamless collaboration and ensuring alignment from concept to retail execution.* Partnering with cross-functional teams to maximize storytelling across product, campaign, and retail, enhancing consumer engagement and brand loyalty.* Mentoring junior designers and providing strategic creative feedback to elevate the overall design output.Core Skills: Creative Direction | Apparel Design Leadership | Youth Culture Insight | Cross-Functional Collaboration | Brand Storytelling | Trend Forecasting
EDUCATION
IxDF - The Interaction Design Foundation
User Experience Design and Human Computer Interaction
Miami International University of Art and Design
Bachelor of Arts (B.A.), Fashion Design
SKILLS
ABOUT PRISCELLA SHUM
I’m a creative leader who believes the most powerful designs are the ones that become part of culture. For over two decades, I’ve led apparel design and brand strategy that bridges global culture, strategic vision, and design excellence, creating products that sell through emotional connection and become culturally iconic.From luxury fashion houses, such as Pyer Moss, to global sportswear giants Jordan Brand, Reebok, and Adidas, my work has shaped collections that deliver both emotional resonance and measurable results, driving double- and triple-digit sales growth, expanding market share, and strengthening brand equity across diverse audiences.I thrive where culture, collaboration, and innovation collide, translating brand DNA into designs that inspire, connect, and perform in the market. I bring a mix of strategic clarity, cultural insight, and creative fearlessness to every project.Today, I’m focused on shaping the future of kids’ apparel design in ways that honor heritage, amplify voices, and push creative boundaries. My goal is simple: to deliver work that excites the market, resonates with communities, and stands the test of time.If you’re looking to learn more about me and my journey, to collaborate, create, and spark something iconic, or to chat, let’s connect. You can email me at s••••••••@gmail.comNow, off topic but a bit about me: I\'m deeply fascinated by human behavior, always curious about what motivates people, and I will always ask your zodiac sign and try to \"read\" you if you let me. I have a child-like spirit, and talk with my hands. FOOD is my ultimate love language. As an outgoing introvert who loves watching sports games, especially Women\'s Sports, in my pajamas. Traveling is my soul-filling mentor, and reading fantasy books is my escape:)Oh, and my snack drawer is always stocked.
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