PUMA wanted to promote its new slogan “Forever Faster” through its accessories and product line collection. The goal was to create an object which merge the culture and identity of the company all in one, reflecting the strength and power of the athletes.
- Puma
- Sportwear
- Herzogenaurach, Germany
- Personal work
- Product Design Strategy
How could a product reflect the power of an athlete?
CHALLENGE.
“Forever Faster” campaign recognizes athletes who stand out as individuals through both performance and personality. PUMA Athletes need to travel the world for international events and most of the time the luggage is one of their main assets for carrying their equipment.
CONCEPT.
The idea was to get inspiration on what makes an athlete perform. Indeed, a competitive, sporting person relies on hours of training in order to get in shape: the backbone, muscles and bones are the quintessential elements. I personally found it to be a good idea to visualise the performance of athletes in the design language of the product.
The Luggage.
The PUMA luggage is a product inspired by the human anatomy, a reflection of the athlete essence and performance through an adjusted, streamlined design. The luggage “Forever Faster” references the emotional benefit of owning speed- the thrill and the fun of being the fastest.
RESEARCH.
From in-house market studies to field research in Munich, I tried to find the right strategy for the product in terms of design but also regarding product placement and directions. It was quite challenging because it is not usually the market in which the sportswear industry strives for competitiveness.
PROCESS OUTCOMES.
From field and market gathered insights, I synthesized my inputs and jumped into the iterative process below. The process was a bit tricky: At first, I attempted to be inspired by the footwear industry but the direction led to unsuccessful results. From that point, I started take on the athletes and animals perspective which led to the final result.
