Sports
Justin Jefferson
The personal website of Minnesota Vikings wide receiver Justin Jefferson.
Context
Most people arrive at Justin Jefferson through football. Off the field his reach runs much wider: fashion, from the Met Gala to his own style, a digital presence his fans follow daily, partnerships with brands like Oakley and Gatorade, and the JJets Foundation. None of it lived in one place. Assemble brought LayerTwo in to build that place, covering strategy, information architecture, design, a custom build and the CMS. The site launched on September 10, 2026, the night the NFL season opened.
Strategy
The strategy was to introduce the Justin Jefferson beyond the stats. Visitors expect a football player, so the site starts there and moves them off the field from the first scroll. The opening plays a full-screen highlight, then pulls back to show it reflected in the lenses of his Oakleys, with his portrait filling the page. The homepage carries that turn the rest of the way: his signature moments first, then his own line about wanting to be remembered for more than football, then fashion, partnerships and the foundation. On-Field is one page of the site, and Off-Field, Partnerships, the Foundation and the Journal make up the rest. Every page closes by handing off to the next.
Design Direction
A leather texture taken from a football sits under the photography on every page, so even the fashion and foundation pages keep the feel of the game. Light does the rest: the portraits are lit hard against a dark ground, and the highlights carry the drama. Justin’s own signature is drawn into the identity and signs the hero, and gold carries everything else that matters, from his records to the moments worth stopping on. The type is big and bold. Beachwood sets the wordmark and the editorial headlines, ABC Diatype sets the body, and Diatype Mono handles every stat and label. The JJ jet mark, drawn for the site, became its logo.
The Hero
The portrait is a single depth-mapped plane in three.js, with normal mapping and the highlight video masked into the lenses, so it breathes, follows the cursor and catches light. Scroll back to the top, or click the glasses, and the camera flies back into the lens and the highlight.
Website
On-Field counts his career up season by season, with the record books as a carousel. Off-Field covers his fashion and digital work. Partnerships is one template with a category for each partner, so a new deal drops in without new design. The foundation has its own page. The journal is a free-form canvas his team lays out entry by entry. Page transitions wipe through the JJ mark, and a layered soundtrack, with lines from Justin, is cued by chapter.
Build
The site is a custom Next.js build, with GSAP and Lenis for motion and three.js for the hero. Search was built in from the start: structured data for Justin and the site, a sitemap, robots and llms.txt files, and share cards for every page, with Vercel Analytics measuring traffic. Sanity holds every piece of content, and video uploads stream through Bunny on their own, so Justin’s team publishes without a developer. The site, hosting and CMS were handed over to his team in October.
Recognition
Awwwards Site of the Day, Developer Award and Honorable Mention, and a nominee for Awwwards Honors. The FWA named it the final FWA of the Day, closing a daily run of more than 20 years.
Credits
In collaboration with Assemble
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