// AIR MAX QUICK-STRIKE //
// MISSION //
This is my initial brand analysis for Bags. It's simple but became the foundation for many projects over the years to drive business growth in Accessories.
// PROBLEMS TO SOLVE //
// INSIGHT & DIRECTION //
To get a real sense of how consumers saw Nike bags, we needed to get outside of Beaverton, Oregon. I organized a cross-functional team trip to New York to meet with some Nike sales veterans, local consumers, and industry taste-makers who were not afraid to tell us the truth.
// DE-COMPLEXIFICATION //
With our new insights and an aligned ambition to invest in style-driven bags, I needed to convince the broader team to work differently… and faster.
// MARKET RESEARCH //
I organized a small, design-led trip to Asia, starting in Tokyo (an amazing market for bags), to research style trends and gain inspiration.
// CONCEPTING & ITERATION //
From Tokyo, we went to our factory in Dongguan, China, and built 45 concept samples in 4.5 days. We collaborated with our factory partners, leveraging their creativity and expertise. It was an exhausting week, but the team felt fulfilled and proud of our accomplishments.
// CONSUMER VALIDATION //
We brought our 45 samples back stateside and organized working sessions with various Nike category design partners and consumers to gather feedback, curate potential collections, and lay the groundwork for future collaborations.
// FINISHED EXECUTION //
As a final result, we brought 9 unique, style-driven designs to market, tying them to two sneaker heat stories, in less than 12 months from start to finish—half the time of our standard design and production timeline.
// RESULTS //
TEAM CREDITS
Product Design / Matthew Blunt & Aubree Radewald