JOE
CarSON
SENIOR FOOTWEAR DESIGNER
ABOUT
Hey, I'm Joe — a multidisciplinary designer and creative leader with a deep passion for sneakers, pop culture, fashion, and the power of thoughtful design.
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My journey started where many great sneaker stories do: in a childhood garage, surrounded by markers, paint, and a pair of blank shoes waiting to be transformed. From the start, design, brand marketing, and storytelling have been at the core of everything I do. What drives me is the magic that happens when design, marketing, and culture collide to tell a compelling story.
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Today, I specialize in Footwear Design, Surface Design, and Packaging Design — disciplines through which I craft products that spark emotion, build brand heat, and elevate the consumer experience. I’ve led high-impact projects that push creative boundaries, speak directly to youth culture, and help shape brand identity. I thrive in fast-paced, high-expectation environments where strategy, creativity, collaboration — and a bit of friendly competition — come together to create standout work and unforgettable products.
Currently, I serve as Senior Footwear Designer for Reebok’s Special Projects & Collaborations team where I lead design across Energy, Licensing, Streetwear, Partnership, and Promo categories. In this role, I own concept-to-market creative direction and product design for limited-edition releases, cultural moments, and strategic partnerships on a global scale.
This portfolio is a glimpse into some of the stories I’ve created and helped bring to life.
Take a look around — and feel free to reach out via email or Instagram. I’d love to connect!
Experience
2024-Present
Reebok - Lead Senior Footwear Designer - Collaborations & Special Projects
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• Leading the design vision and creative direction of the product and category.
• Driving design concepts for Energy, Streetwear, Partnership, Fashion, and Promo, resulting in a wide range of product styles and consumer touch points.
• Focused in footwear design, surface design and packaging design. Expert in translating narratives onto physical product through silhouette, color, material, packaging and accessories.
• Leads multiple projects simultaneously in a fast-paced, time-sensitive environment.
• Manages project workloads and delegates projects to team members.
• Presents creative and disruptive design concepts with senior directors, internal cross-functional teams, and external partners/collaborators.
• Works with high profile collaborators in the music, design, art, and film industries to create high impact products that sets the tone for youth culture as well as the brand.
• Provide input for photo shoots, launch storytelling, and influencer seeding plans.
2019-2021
Reebok - Footwear Designer 1 - Collabs / Special Projects
2018-2019
Reebok - Footwear Designer Apprentice
2017-2018
Bacara - Founder
• Founder and lead designer of Bacara, an independent fashion brand.
• Designed and developed a product capsule for Summer 2018.
• Developed a new silhouette products in Portugal.
• Roles included design, development, and brand marketing.
2016
Under Armour - Design Intern
• Kids Apparel and Footwear design intern.
• Presented concepts and executed tech packs for SS18 product ranges.
• Worked cross-functionally with Design, Product Managers, and Development.
2016
Pensole Footwear Design Academy - Brand Design
• Freelance Brand Designer for Under Armour.
• Role focused on brand design, product management and storytelling.
• Worked directly with Under Armour's Sportstyle and Basketball team.
2014-2018
University of Maryland - Bachelors in Graphic Design
• Projects and classes were focused on surface design, product design, and storytelling.
• Skills focused on Illustrator, Photoshop, InDesign, Premiere Pro, and After Effects.
• Enrolled in several business classes that focused on brand strategy, product strategy and brand marketing.
2021-2024
Reebok - Lead Footwear Designer 2 - Collabs / Special Projects
2012-2017
CarsonCustomKicks - Sneaker Customization
• Footwear customizer specialized in surface design. Leveraging colors, materials, and graphics, and patterns.
• Constructed and assembled footwear samples and prototypes using various methods, processes, materials, and machinery.
• Designed 500+ pairs of custom shoes for clients.