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Nike (USA/NL)
Verge - Schoolpacks collection
 
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The challenge

Nike asked MAXIMALdesign to design a new collection of schoolpacks-backpacks in order to enter the bag speciality channel and become a leader in 'Back-To-School' business. The strategic goals were to develop a new business for Nike, go after current market leaders and connect with the core Nike consumer.
Another goal was to create a Nike-identity for bags with longer life-cycle.

Consumer Target

The primary target group are high-school teens in EMEA market, from 13 to 18 years old, living in a urban environment. The secundary target group are university students, 18 to 25 years old, in the same market.

Consumer & Market Insight

Based on a customer survey Nike conducted with Dutch teens, we had a lot of consumer and market insights and a clear view on customer expectations.

Product Ideation

The design team explored multiple concepts, features and behaviors. Features were important (pockets for music, mobile phone and money) but look, design and image even more. The bags needed to reflect same inspiration-aspiration as Nike shoes. The design language was based on the Nike Design Ethos, a shared philosophy for Nike Design, combined with our own inputs for a radical design change of softside products.

Product Design & Development

The Verge collection consisted of 6 backpacks (backpack laptop, backpack medium and backpack small), 3 messenger bags and a pencil case. The 'hard-edge' design language was transmitted into every aspect and detail of the collection. A lot of attention was put on comfort: straps, back panel and handle. High quality materials were chosen based on durability-requirements.

Prototypes and pre-production

MAXIMALdesign also conducted several prototype-runs in Shenzen, China.

The Result

The Verge-collection has been introduced in the EMEA-market as from july 2004.

"We feel comfortable today to confirm the initial positive feedback we received from the market. As a matter of fact we had meeting with Karstadt Bags buyer this week. She confirmed they are extremely happy with the sell thru results."
Peter Ruppe - VP Global Equipment, Nike