NBA FORGE FRANCHISE
I played a key role in creating the design language for the NBA Forge Franchise. The objective here was to create a consistent look by identifying strong trends and colorways that could work across various types of products. For this line I designed a backpack, pump and basketballs. Forge is the mid price point line of three franchises that I helped to create for the launch of the Wilson and NBA Partnership that began in 2020.
Teammates: Hudson Vantrease, Emma Boyle, Jared Webster
Target Demographic
Based on global insights, Forge was created to reach the up and comers. Players from early teens to young adult who take basketball seriously and work constantly to improve.
Utilitarian
We used trend forecasting to identify utilitarian as a strong trend for the target market. It utilizes low saturation cool colors, greys and geometric patterning.
Forge Pump
The forge pump is a fashion forward dual action pump (it inflates when you push and pull). It features an extendable, flexible air hose and a utilitarian faceted grip. It was used in our collaboration with Kith shortly after the launch of our initial NBA product line.
Forge Backpack
The forge backpack was designed to be ideal to take to pickup games and spend hours at the court. It features:
+A rounded bottom that nicely holds the basketball
+Enough room for a ball, and pair of shoes
+A wide cinch top to easily remove the ball
+Two water bottle pockets
+An extra top flap closure with a built in pocket to hold essentials
Forge Basketballs
The Forge basketballs feature performance covers that can hold up to the most abrasive outdoor courts while keeping strong grip and feel. They come in utilitarian colorways that have tonal and copper foil pops on the logos.
Brand Positioning
Since its launch, the Forge franchise has redefined expectations for performance basketballs and accessories, achieving remarkable success and setting new industry standards. Notably, retailers like Zara Home—who had never carried Wilson products before—have embraced the line, expanding our reach to new audiences and solidifying Wilson's reputation as a trend-forward brand.
Forge Storytelling
Forge strongly appeals to an up and coming player that wants to elevate their game and look good while doing it. This product line has been extremely successful and continues to increase the perception that color basketballs can be used for serious gameplay.