How does a sports bra company with an aging customer base engage a new audience, enter a new category and revitalize its brand?

Objective

Design of line of athletic shoes, incl. prototypes, brand recommendations and go-to-market strategy

Approach
Design research in 4 cities with 18 women (27-35 yo),  including an in-home visit, a work-out and an interview.

About

• CD, PM, 2 designers, technologist,
  2 architects, 1 strategist

• Budget $1m

• Role Business development, program planning and coordination, research, creative direction of concept and story, phase 2 planning