CLIENT: FILA (2005)

PROJECT: Sporting Goods & Softgoods Design

Fila recognized our Sporting Goods and Soft Goods Design experience when they asked us to design and develop two lines of tennis raquet bags. Not wanting a “one style fits all" solution, FILA asked us to study the lifestyles of both professional tennis players and casual country club players. From our research we observed that these consumers often expressed themselves differently depending on their environment. We then designed & engineered different racquet bags to appeal to each set of consumers.

For the “pro” players, achievement was their goal. When in a competitive mode, these players expressed themselves more vividly. For them we created bags with bolder style and features that cater to the needs of competition. Conversely, we observed that country club players were more focused on enjoying time with friends. For them we created bags that expressed their desire to blend in.

Our work on the project included concept development, creation of 2D CAD patterns and coordination with overseas vendors.

Our softgoods designers have developed many differrent bags and soft goods.