top of page



University of Oregon, M.S. Sports Product Management

Sep 2021 - May 2023

  • 21-months program focused on product lifecycle of sports and outdoor apparel, footwear, and equipment;

  • Collaborated with a team to create, develop, cost, and bring a dynamic protective ice hockey garment from brief to box;

  • Created team's project brief, product tech pack that included BOM, Wear Test Plan, and Measurement Guide;

  • Performed factory communications in a timely manner to ensure that product met team's and design standards.

San Jose State University,
B.S. Industrial Design

  • 4.5 yr  program focused on product design and development of consumer products with a strong focus on design thinking;

  • Participated in group projects, fostering effective collaboration and communication skills within diverse teams;

  • Applied theoretical knowledge in practical settings through internships and hands-on projects, gaining valuable industry experience.


Sports Product Consultant

Sep 2014 - Present

Athlete Performance Solutions | Nike licensee:

  • Analyze current design to manufacturing process;

  • Develop and implement an improved / faster ideation and design process;

  • Streamline design processes by enhancing visual communication strategies with collegiate clientele for uniforms;

Adidas | Consumer Insights | Footwear:

  • Lead a team of four through a 10-week contract project for Adidas, helping understand women's team sports, North American Market;

  • Lead focus groups, athlete and consumer interviews;

  • Delivered a comprehensive body of work detailing a multi-faceted launch strategy for the brand, that covered recommendations and research;

  • Presented findings to the Global Operations Team in Herzogenaurach.

ORMR protection:

  • Managed the product creation process from brief to production.

  • Used data to analyze the marketplace (competition, price points, commercial needs) to understand, anticipate, and creating future trends;

  • Connected with athletes through focus groups, group interaction, and observation;

  • Produced the team's product Project Brief, Branding Guidelines, Marketing Strategies, Media Briefs, Tech Pack, which included BOM, Wear Test Plan, and Measurement Guide;

  • Worked with suppliers and factory teams to identify and develop new materials, fabrics, and product opportunities.

HMB sportswear:

  • Successfully founded and managed clothing brand from the ground up;

  • Led and managed a team of 6, designers, developers, shipping consultants, and business administrators;

  • Drove design, development, and overall management of the product line, as well as the planning and executing of key marketing initiatives to meet marketing, financial, and growth objectives;

  • Organized line's fit, fabric, color selections, sample management, wear testing, quality assurance, product photo sessions;

  • Monitored in season selling to develop and maintain digital content based on brand assortment, inventory position, sales projections, exit strategies and best adjacencies;

  • Negotiated with vendors to achieve cost savings resulting in a 10% increase in profitability;

KAV helmets:

  • Created hockey cage/helmet concepts for a US-based start-up, consulted on their 3D printed bike helmet, which became a fast favorite within the bike community.

Sport Bags / Accessories:

  • Assisted a soft goods company in creating an innovative storage system using sustainable materials for hockey bags. This resulted in reduction in waste and positive customer feedback.

Product Marketing // television and digital:

  • Produced art and design projects for the RF Olympic Committee that were used in national TV promotional clips, resulting in digital engagement and increase in brand awareness.

  • Created and participated in promotions of Women's Ice Hockey, co-authoring a TV show that introduced and promoted Ice Hockey to women, resulting in an increase of engagement and sponsorship interest.

  • Designed a successful digital marketing campaign that led to the founding of the 1st women's hockey league in 2015, resulting in significant increase of girls' and women's hockey teams in the country, from 6 to 52 registered teams.​

Industrial Design // Easton Bell Sports

Aug 2009 - Oct 2011

  • Designed and developed helmets for Bike, Snow, Moto, Lacrosse and Hockey for Easton, Riddell, Bell and Giro with focus on innovation;

  • Analyzed Women's Lacrosse market data and participated in creating 1st of its kind women’s lacrosse head gear; Lead product presentations internally and externally;

  • Developied Riddell's Hit Alert, a pioneering tool for measuring hits during gameplay to prevent harmful impacts on players' brains and bodies.

  • Worked closely with Easton's ambassadors. Custom fitted head gear for sponsored NHL and Lacrosse players; traveled across the NAM and visited stadiums, locker rooms, and rinks; observed, recorded, and analyzed data; translated and presented the athlete's needs to senior leadership, along with the design, engineering, marketing teams;

  • Performed Market Analysis, including: Consumer-based research, building the product to meet consumer needs; Competitive research, positioning the brand favorably; Distribution Channel research, comparing price, position, promotions; Cultural Trend research, comparing sport specific, category specific and popular culture; and Product Trend research, comparing materials, fabrics and technologies;

  • Collaborated cross-functionally to create products that aligned with cultural and market needs for North American, European, and Asian markets;

  • Actively contributing to Think Tank meetings as part of Easton's Innovation team, where I provided quick and detailed models using different mediums for innovation and ideation purposes.

  • Creating TechPack and liaising with offshore manufacturers to guarantee the proper execution of designs;

  • Monitored product prototypes and samples, analyzed costs and materials to adhere to company’s standards;

Jr Industrial Designer // Whipsaw

Jan 2008 - Oct 2011

  • Worked in multi-functional teams creating medical instrument, personal electronics, etc;

  • Participated in consumer research and interviews;

  • Produced rapid prototypes for product studies / proof of concept;

  • Created graphics and illustrations for user manuals;

Jr Designer // Elpci Inc

June 2006 - Dec 2007

  • Created consumer driven personal care products;

  • Worked within strict ergonomic guidelines;

  • Designed vibrant product presentations for in-house product kick off and stakeholder meetings;

Industrial Design Intern // Beckman Coulter Diagnostics

  • Assisted design team with creating large scale medical centrifuges;

  • Participated in creating a tabletop blood testing devise;

  • Worked closely with engineers and medical professionals;

Summer 2007


All you really need to know about Genia: a willingness to invent, create, solve non-trivial problems, an ardent devotion to anything sports related, a categorical rejection of boring clichés, an impressive set of talents (from sports to design). Genia always does everything professionally, honestly, creatively, with 100% involvement in the project, maximum respect for the team and production deadlines.

Elena Trifonova // CEO, Production Company "Adam's Apple"

It’s my pleasure to highly recommend Genia Tikhonov to a role in the Sports Product and Outdoor industries. Genia was one of my students Fall Term 2021, Product Line Management Class. As her Instructor, I witnessed Genia’s talents firsthand. With a background in industrial design as well as extensive product and merchandising knowledge, Genia’s consumer centric focus would certainly add value to any organization. She exhibited a passion for solving consumer and athlete problems and also demonstrated leadership skills on her Team Project. She has a creative acumen and strong work ethic to realize product excellence. Genia’s also well versed in the Global marketplace and would hit the ground running. I’m confident Genia would make an excellent addition to your organization. Please feel free to contact me regarding any additional questions.

John Notar // Former Nike Divisional VP, Global Apparel Sports Categories

I had the pleasure of having Genia as a student at the UO SPM program where I taught International Business. From the get-go, it was evident that Genia had tremendous passion and skill for innovating products, that not only put the consumer at the center but also considered the local and cultural nuances that influence the consumer. She also has a strong understanding of international markets and what it would take to succeed as a business. She has proven to be both a strong leader and a collaborative teammate who knows when to step up to lead and step aside to empower the rest of the team. As a diverse talent, Genia would bring tremendous perspective and insight into any global organization.

I had the privilege to instruct Genia in my Consumer Research class at the University of Oregon. In addition to the time we spent together in class, I also advised Genia and her team on their research project associated with the program. During this time, I was continually impressed by her creative and strategic thinking. She synthesized the consumer research, develop a unique product and presented the insights/strategy highly effectively. Furthermore, she was a pleasure to work with; positive, collaborative and engaged. I hope we get to work together outside of school.

Stephen H. Holmberg // Nike: Global Director - Marketplace Trends

I've had the pleasure of working with Genia for the past two years on everything from helmet design to signage. She did a great job sticking to our design brief while adding her own spark that elevated everything she touched. Her motivation and passion manifest itself in the quality and turnaround time of her deliverables. A master of her craft, but also a great person that makes you grin from ear to ear along the way.

Genia is one of the most talented and creative people I have ever met. She is intelligent, passionate about sports and design, and would be a huge asset to any organization. I know she will continue to be successful in any career path she chooses.

Whitman Kwok // CEO KAV

Greg Marting // Giro, Sr. Design Manager - Bike and Snow

bottom of page