License Designer – Sports & Brands; FTC, Maternity Cover

License Designer – Sports & Brands (12-month FTC, Maternity Cover)

Join to apply for the License Designer – Sports & Brands (12-month FTC, Maternity Cover) role at Primark
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Because your ideas are our style. Design, our way. Our design specialists are at the heart of crafting captivating brand experiences. Immerse yourself in the world of visual storytelling, where your creativity will shape the aesthetics of our brand.

In this role, you will lead the creation of seasonal licensed sportswear and brand campaigns, ensuring global macro trends across sport, streetwear, performance, and fanwear are translated into compelling design direction for Primark.

You will work with internal teams and external brand partners to deliver fashion-forward, commercially strong, globally relevant licensed ranges that elevate Primark’s sportswear proposition.

You will champion innovation, identifying new product opportunities, materials, and brand collaborations that resonate with today’s sportswear consumer.

• Define Design Strategy:
  Shape the sports and brand-led design strategy for Licensed Product, collaborating with the Head of License and Buying to create a future-focused product vision and lead seasonal trend direction through global insights and competitor benchmarking.
• Trend Identification:
  Analyse macro and micro trends across licensed categories (apparel, accessories, footwear, equipment, fanwear) and translate them into commercially strong, brand-aligned product direction; maintain external awareness through industry events and global inspiration trips.
• Brand Partnerships:
  Partner with License Managers and Licensors to set seasonal creative direction and secure exclusive assets, ensuring cohesive execution and strengthening brand relationships.
• Insight & Communication:
  Drive market-leading insight through comp shopping and category reviews; trend intelligence into creative communication to inspire teams with concepts, fabrication ideas, graphics, and silhouettes.
• Seasonal Trend Packs:
  Develop unified design narratives across colour, graphics, branding, and materials; influence senior stakeholders and support strategic decisions within the Licensing Steering Group.
• Cross-Functional Collaboration:
  
  Build strong relationships across Design, Buying, Merchandising, Brand, and Marketing to ensure licensed ranges reflect Primark’s brand and customer expectations, embedding broader department trends into licensed campaigns.

• Healthcare, pension, and potential bonus.
• 27 days of leave, plus bank holidays and the option to buy 5 more.
• Tax Saver Tickets, fitness centre, and a subsidised cafeteria.

• Design Expertise: 5+ years’ experience in retail fashion, sportswear, or brand-led environments, with proven success in licensed, sports, or brand partnerships.
• Trend & Product Knowledge:
  Advanced trend forecasting skills and strong multi-category expertise (apparel, accessories, performance), translating insights into profitable product direction.
• Brand & Stakeholder Management:
  Skilled in working with global licensors and brand partners, managing approvals, and delivering elevated, brand‑right design solutions while influencing stakeholders at all levels.
• Technical & Creative
  
  Skills:
  
  Solid understanding of fabrics, garment construction, print techniques, and production capabilities; highly proficient in Adobe Illustrator, Photoshop, and InDesign with strong visual storytelling ability.
• Commercial & Strategic Mindset:
  Deep commercial awareness, ability to manage multiple projects in a fast‑paced environment, and experience aligning creative outputs with brand and customer expectations.
• Leadership &
  
  Collaboration:
  
  Strong relationship builder and team player with leadership qualities—able to mentor designers, present persuasively to senior leaders, and drive cross‑functional collaboration effectively.

At Primark, people matter. They’re the beating heart of our business and the reason we’ve grown from our first store in Dublin in 1969 to a £9bn+ turnover business and over 80,000 colleagues and over 440 stores in 17 countries today. Our values run through everything we do. In essence, we’re…