Throwing Fits The Jackie McKeown Interview with Throwing Fits
Dec 1, 2025
Jackie McKeown, the creative mastermind behind Literary Sport, explores the intersection of performance and lifestyle in activewear. She dives into the unique appeal of minimal designs and why most casual runners don’t need high-tech gear. The conversation touches on Toronto slang, her experiences styling Drake, and the challenges of collaborating with her life partner. Jackie also shares insights on fabric sourcing, the importance of storytelling in branding, and her vision for modular clothing that blends functionality with style.
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Signature Fabric Creates Brand DNA
- Jackie favors a quiet, crinkly Japanese nylon that reads refined and ninja-like for running and tailored shirts.
- Small fabric choices become signature elements across seasons.
Lifestyle Is Equal To Running Sales
- Lifestyle and running collections cross over heavily; many customers buy lifestyle pieces despite not running.
- Expanding into lifestyle filled visual and assortment gaps needed to present a complete brand universe.
Personal Style Drives Visual Identity
- Jackie’s personal style strongly informs brand imagery, so the product and campaigns feel cohesive and authentic.
- She treats brand styling as an extension of how she would personally wear the pieces.