New Balance Sports Research Lab Site Improves Digital Footprint [Oct. 7, 2013]
The explosion of digital in the fitness community has made tracking daily activity and performance easier than ever. Mobile apps, content-rich web sites and user-friendly products enable the consumer to stay connected with their goals while personalizing the experience at the same time.
The same can be said about what consumers choose to wear and lace up. How can you perform at your best if your footwear in particular isn’t delivering the comfort, feel and look you want?
The New Balance web site, Sports Research Lab, takes this idea and runs with it.
Combining A Digital And Interactive Experience
The web site serves as a test program, which engages consumers with New Balance designers, manufacturers and product managers to provide feedback on prototype footwear.
When a consumer comes to the Sports Research Lab site and applies to be part of the test group, a prototype is sent to them for initial impressions: how the shoe feels, looks and performs. Those results are then received by the design, manufacturing and production team, which they then use to make alterations to fit those needs. This process consists of several stages between both groups to enhance future prototypes until it is ready for production.