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The case of this Wilson ball reminds us of what is important in the sports market.
There is a very important case that is discovered in the study “Health & Wellness Across the Globe”.
Design is so important that even brands like Nike have been surprised by it.
The impression 3D gives one more case of design that surprises the consumer, with the release of the first basketball without air inside, by Wilson.
The product is an important referent of what is valuable in marketing to design a product and thereby establish guidelines that manage to be valuable in consumption, as revealed by a study titled “Health & Wellness Across the Globe”.
Within this investigation, it was realized that the importance of a product is such for the Mexican consumer, that a majority of 49 percent said they choose it because it is better for them and their family, so the design factor is essential when thinking in the composition of these products.
3D printing hits the market
The impression 3D is giving brands new production options, after being a technology that has diversified into all kinds of segments, including biological.
The latest case in this regard is led by Wilson, after the brand revealed its first airless and 3D-printed basketball prototype. Being an airless ball means that it does not have a chamber that is inflated with this element to be able to bounce, so the new design shows how important it has become for brands to have a production influenced more and more by the technologies of the moment.
The results of the ball tests have been so good that the prototype has already been seen in the Slam Dunk Contest, where we saw Kenyon Martin Jr.scoring with the ball and subjecting it to all kinds of rebound tests, common in these games.
The ball, which due to its design no longer needs to be inflated, is therefore identified in the market as the Wilson Airlessit can bounce due to the materials with which the product was printed, giving it the consistency of a porous surface and small hexagonal holes, which allow air circulation.
“This is a ball unlike anything we’ve ever seen, designed to play like the basketballs we’ve always known,” said the brand, justifying the new product proposal with which it seeks to update its product proposal.
To find the prototype, the brand subcontracted services and added to the product that was in charge of its department of wilson labsto General Lattice, which was in charge of offering digital design services, as well as DyeMasion who was in charge of the color and finishes of the ball, in addition to EOSto give additives to the product.
This important experience accounts for the evolution of products and the scope that design has when it is injected into your brand proposal.
As in this case, we saw important precedents in the market of how a rethought product offers valuable options to the consumer, as we saw with Nikewhen the brand brought to market the first pair of slip-on sneakers, turning its design genius into a major launch of what is valuable to today’s consumer.
These types of actions show us how important in marketing and how there are resources that increasingly become brand opportunities.
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