TJ Maxx

About

Style is more than what you wear—it’s how you express yourself. Maxx What Makes You, You puts the spotlight on female athletes, highlighting their personalities beyond the game. Featuring Madison Keys, Jordyn Huitema, and Aliyah Boston, this campaign blends fashion and storytelling, showcasing how these women use style to express confidence, individuality, and life beyond competition.

From bold statements to effortless everyday looks, this campaign proves that fashion isn’t just about clothes—it’s about identity.

MADISON KEYS

ALIYAH BOSTON

Marcus Elliott

Director of Content
NBA Entertainment

"West came in with a real point of view — they weren't just executing a brief, they were pushing us toward something we wouldn't have arrived at on our own. The final piece ran across ESPN properties and consistently outperformed every benchmark we had for content in that format."