Product Roles
9 month project though updated yearly
Lead Design Strategy : Emma Boyle
Industrial Design: Hudson Vantrease,
Alan Lebowitz, & Jared Webster
Business : Lead by Christopher Rickert
Product Responsibilities
My main focus was on product strategy.
Figuring out our positioning in the market in
contrast with the end consumers needs for
performance, style, and CMF.
Product Considerations
Our strategy focused on three pillars: creating franchise products targeted towards the consumers wants, needs, and goals. By embracing disruptive designs and engaging consumers
beyond the ball we created the NBA Authentic, Forge, and DRV lines.
Project Overview
With the acquisition of the NBA, we were given a blank slate to create a strategic product line, and led with design thinking. Taking a user centric approach we created three franchises. NBA Authentic, NBA Forge, and NBA DRV.
NBA AUTHENTIC
The NBA is basketball history. Wanting to target the customer's love of the game and its originality, we created the authentic line. True to the game to power forward any athlete.
emma boyle
nba design strategy
PRODUCT STRATEGY & FORECASTING
NBA FORGE
The NBA is the pinnacle of basketball at a global scale. A player needs the right product to hone their skills and forge ahead to the next level. It should be an object of desire where a player can level up and build their legacy. High performance product you can trust.
NBA DRV
Designed for athletes who are starting to learn the fundamentals of the game. This product delivers a reliable experience to give players that DRIVE to get better
ACCESSORIES
With our newly developed franchises created corresponding products that matched the franchise demographics
