REEBOK WOMEN: FOUNDATION TRAINING
2019 | BAG COLLECTION: CRINKLE POLYESTER, MESH
Designed for the price-conscious, athletic female consumer, the challenge for this collection was to balance cost and features without compromising on style. The previous Foundation Collection was due for an overhaul, and my expertise was needed to determine the right silhouette assortment and feature distribution within both the global competitive landscape at this price point as well as within Reebok’s bag assortment as a whole. I was also tasked with finding the right ingredient mix to create an aesthetic that reflected the fresh direction of Reebok apparel.
in a competitive landscape of low-pricepoint athletic bags, a strong branding callout on classic sport shapes is key
a stronger difference between styles was needed in order to motivate markets to take the whole collection (rather than individual SKU’s)
a sea of competition + a short consumer attention span means the product must speak for itself
overt mesh panels communicate sporty function at a glance, and visible stitching on the exterior calls out internal pockets