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The Design Lab



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A best-in-breed customization tool for global sports performance brand.

2XU came to August for a solution that matched their brand attribute— “premium across all touch points”. 2XU was already well established across a wide range of professional sports people and had just started being worn by Kim Kardashian and Kanye West, seeing unprecedented media coverage and momentum in the urban space.

Through a robust scoping process, August was able to identify and create a solution that went above and beyond their premium positioning, and their expectations. Through understanding their supply chain process, they were able to prototype a solution using their existing vector design files. 2XU were rapt August had found the ‘special sauce’ in the project and gave permission (and budget) to push beyond the original brief.

August worked alongside the client in ideation sessions and design sprints to see the features, functions and products come to life. Moving into rapid prototyping and 3D software modelling we used 2XU’s actual production design patterns wrapped around 3D models to head towards a more realistic and premium outcome.

Delighted with the work, the 2XU team put together a promo video to launch Design Lab.