Loretta Fulvio Joins CannonDesign as Sports Market Leader

A proven design leader and force in the sports industry, Loretta has designed signature projects across the entire ecosystem of professional, collegiate and community sports including numerous projects with the NFL, NBA, WNBA, NHL and MLB. She also has extensive work with sports owners, operators, and investors. Beyond her transformative impact in the world of sports, Loretta brings extensive experience in aviation, hospitality, entertainment, retail and commercial design. Loretta's move was profiled by Sports Business Journal.

Loretta thrives on creating hospitality-infused design solutions that elevate fan experiences, inspire awe and leverage emerging trends, technologies and research for impactful results to the bottom line. Her holistic approach combines strategic insight and creative vision to shape bespoke environments that seamlessly balance functionality, aesthetic appeal, brand identity and strong business strategy — ensuring each individual project drives emotional impact and measurable value. 

This move comes as CannonDesign is capitalizing on significant growth opportunities across the sports landscape. We see unique opportunities for collaboration when creating world-class venues that drive revenue growth, elevate the fan journey, and strengthen our competitive position in response to market signals and today’s evolving value economy. 

Loretta will be based in our Dallas office and join forces with our seasoned sports and recreation leaders, Colleen McKenna (Boston) and Aaron Pleskac (Seattle) – driving a unified national vision and delivering industry-leading expertise across the country. Joining Loretta will be several team members who have collaborated with her on groundbreaking sports projects over the years. 

Loretta and her team significantly strengthen our presence and experience across all segments of sports, recreation and athletics – from professional and college venues to community facilities and immersive fan destinations. 

This also further reinforces CannonDesign’s reputation as a top 10 global sports architecture design firm and positions us to create future-focused environments for the leading sports teams, leagues, events and organizations of our time. 

We will be sharing more exciting updates about our growing sports practice in the weeks to come.