MAAC

Milwaukee Athletic Apparel Club is a streetwear brand and cultural project built at the intersection of fashion, basketball, and community. It’s an ongoing exploration of how sport and style show up in everyday life—treating each garment as both a visual statement and a tribute to the places we play.

  • Build a visual identity for MAAC that feels elevated but grounded—something that could live in both high-fashion spaces and on city blacktops, while staying true to its mission of revitalizing local basketball courts.

  • Start with the roots: basketball culture, streetwear essentials, and real community impact. From there, craft a clean, confident design system—bold typography, a hometown-inspired logo, and storytelling that shows up in every tag, court, and post. Every detail was built to feel intentional, wearable, and true to the mission.

  • A brand that moves with purpose—resonating with hoopers, creatives, and changemakers alike. MAAC’s identity now lives in apparel drops, revitalized courts, and a growing community that wears the mission as much as they believe in it.

Silhouette of a hand holding a rectangular object, possibly a remote or a phone.

Do Good. Be Good.

MAAC’s visual design is rooted in motion, rhythm, and city pride. The logo draws inspiration from Milwaukee’s Calatrava—clean lines and bold structure that nod to both art and architecture. Typography flows with intention, echoing the rhythm of the game and the pulse of the street. Visuals and copy blend grit with poetry, speaking the language of urban culture with style that plays for keeps.

View Brand Book
Blue hoodie with a white circular logo in the center that says 'God is good' repeatedly.
Round white pin button with the words 'Be Good' written in blue, showing the front view with the backside and pin mechanism visible.
White T-shirt with a blue logo and text reading 'MAAC' on the front.
Orange distressed baseball cap with a white globe logo reading "BE GOOD".
Gray sweatshirt with a small blue whale graphic on the front.
Beige sweatpants with an elastic waistband and cuffs, featuring a small logo on the upper left side.
Blue baseball cap with embroidered logo and text
White hoodie with bold black text reading "VOLUME ER" and small blue text "REC DEPT." underneath.
The Places We Play: Green Bay Ave Fieldhouse — Milwaukee, WI Right in the heart of the city, Green Bay Ave Fieldhouse is always alive. Bright courts, bold colors, and energy that never really stops. Step on the blacktop and don’t be sur
The Places We Play: Tiefenthaler Park — Milwaukee, WI Right in the heart of the city, Tiefenthaler Park brings color to the concrete. Once worn down, this court’s been flipped into something bold—thanks to the hands of local youth
The Places We Play: McGovern Park — Milwaukee, WI This park holds courts both worn and reborn. Swipe through and you’ll see it: the past and present side by side. The old court, faded and forgotten, its lines barely clinging on. A surfa
The rim doesn’t care who you are,
only what you bring.
Step up,
let it speak. #ThePlacesWePlay #DoGoodBeGood #HoopCulture #StreetwearEssentials #PlayForKeeps
The Places We Play – Dineen Park Milwaukee, WI Tucked in the middle of the city is Dineen—where nature and noise collide. The trail winds quiet, but the court doesn’t. This is where pickup stays loud, physical, and unforgiving. Th
Hung on the rim at Dineen, worn with purpose wherever you go. The Do Good. Be Good. dad hat isn’t just an accessory—it’s a symbol. It’s for the ones who know that doing good doesn’t always mean making noise. Sometimes i
The Places We Play: Beulah Brinton—“The Beach” Some courts earn their names. This one? They call it The Beach. Not for the waves, but for the sand that drifts over from the volleyball courts next door. Some might see a mess—t