Makers Of Sport Podcast

"In the past designers were thought of as craftsmen only and were the 'make it pretty department'. We have an uphill battle to convince other people...I think our job and obligation is to showcase the fact that we can be involved in much more than the 'make it pretty' projects. That involves us having different tools in our toolbox and craft shouldn't be the only one." As design director at The Coca-Cola Co., Alex Center has had quite an interesting journey. His story begins with passing up an internship at renown design legend's studio, Milton Glaser, to intern for the New York Knicks; and eventually, led him to Glacéau to design for vitaminwater where he had an interesting run-in with 50 Cent. Glacéau was later acquired by by The Coca-Cola Co. and Alex worked his way up to Design Director for the brands vitaminwater, Powerade and smartwater where he is today. He shares a few stories about art directing professional athelete photoshoots, including challenging Big Papi to a cannonball contest at his pool