"I've been in this industry for 20 years, and I can't remember a week that was more productive in terms of product development or building relationships. It was the best off-site we've ever had."
Doug Clark, VP of Footwear Product Management, Timberland.
Timberland called Play in to help significantly innovate its icon brand-the yellow boot-and to generate concepts for several product lines including apparel. A final objective was to create a long-term innovation strategy for Timberland brand.
We created a five-day innovation off-site with Timberland's marketing, design and brand teams as well as vendors for materials and construction. Play designed and led multi-track creative coaching sessions for this group of about 50 people. We also led a program to develop long-term innovation guideposts and leveraged Professors at Play (outside experts) from Fashion, Economics, Futures Trends and Anthropology. In this track we developed key theories to guide shoe design over the next 5 to 10 years.
A pipeline of products was ready for production at the close of the innovation session-the products were developed, cross-referenced and designed by illustrators and Timberland designers in real-time. Timberland was able to introduce its new yellow boot-lighter and more modern but still waterproof and rugged-in record time to reach a very successful market share.
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