United States, 21st Jul 2026 - Just a few years after graduating from Thomas Jefferson University with a degree in Visual Communication Design, Philadelphia native Curt Fry has reached a career milestone few young designers experience so early in their careers: leading the creative development of an official retail collection inspired by one of America's most iconic sporting venues.

As Graphic Designer for Upstate New York apparel brand NOVUS, Fry developed the 2026 Saratoga Collection, a limited-edition line inspired by the traditions, landmarks, and enduring character of Saratoga Race Course. The collection launches during NOVUS' second season as the preferred apparel provider of the New York Racing Association (NYRA), with merchandise available throughout Saratoga Race Course and exclusive styles available online.

For Fry, the project marks the latest chapter in a creative journey that began while he was still a student at Thomas Jefferson University.

During the COVID-19 pandemic, when live sporting events were limited and athletes were looking for new ways to engage with fans, Fry began designing digital livestream experiences for professional and collegiate athletes. From broadcast graphics and motion design to branded overlays and interactive visual packages, his work helped athletes create more immersive ways to connect with audiences online at a time when those digital touchpoints mattered most.

That experience sparked a passion for sports storytelling through design.

"What fascinated me was creating experiences that made people feel connected," Fry said. "Back then, those experiences lived on a screen. Today, they live in products people can wear."

Following graduation, Fry joined NOVUS, where his role expanded beyond traditional graphic design into product, pattern design, e-commerce, retail marketing, and brand storytelling. The Saratoga Collection became an opportunity to bring those disciplines together.

Rather than creating generic racing apparel, Fry immersed himself in the history and traditions of Saratoga. He researched the race course's architecture, iconic landmarks, and generations of racing culture before translating those stories into custom illustrations and original repeating patterns inspired by the red-and-white umbrellas, the Travers canoe, the quarter pole, historic buildings, and other recognizable Saratoga symbols.

"The goal wasn't simply to design apparel," Fry said. "It was to create products that tell the story of Saratoga. Every pattern has a purpose, and every detail is there because it represents something meaningful about the place."

Beyond designing the collection itself, Fry led the creative direction behind its launch, producing product photography, campaign imagery, website design, email marketing, social media content, and digital advertising that brought the collection to life across every customer touchpoint.

His evolution from designing digital fan experiences during college to creating apparel inspired by one of the country's most historic sporting venues reflects how modern designers increasingly move fluidly between branding, product design, marketing, photography, and storytelling.

"It's still the same job at its core," Fry said. "Whether it's a livestream graphic or a performance polo, you're designing something that creates a connection. The medium has changed, but the purpose hasn't."

For a designer who grew up just outside Philadelphia, seeing his work become part of a tradition as iconic as Saratoga is a full-circle moment—one that began with helping athletes connect with fans during one of the most challenging periods in sports and has evolved into creating products people will wear for years to come.

The 2026 Saratoga Collection is available throughout Saratoga Race Course during the summer meet, with exclusive online styles available through NOVUS.

About NOVUS

NOVUS is a purpose-driven sportswear brand headquartered in Latham, New York, specializing in premium custom apparel and elevated retail collections. Through innovative design, premium craftsmanship, and meaningful storytelling, NOVUS creates products that inspire people to live a life of passion, conviction and perseverance.