As part of their innovation initiatives, Pentland Group were looking to create a Direct-to-Consumer (D2C) teamwear platform for Rugby, Football, Swim and Cycling based around a player-led design proposition.

We actively participated in the Ideation phase of the project. The main objective was to examine whether a 'kit builder', in the form of an online platform enabling players to get involved in the design process of their kit, was desirable for the targeted user groups, and technologically feasible.

By applying the Design Thinking methodology, we run a series of dedicated workshops aiming to understand the ideal consumer experience for both the team player and the kit buyer, compare the viability and desirability of a D2C model with a B2B model, and explore the 'Made By You' proposition for Football, Rugby, Swim and Cycling in key markets.

We also examined how best to implement the 'Made By You' proposition with the Teambuilder platform. We helped to define the direction for current and future phases of the Teamwear programme.

The result was a mid-fidelity prototype that allowed us to rapidly validate and refine product concepts and designs with stakeholders and user tester groups.