Delivering Success Through Design: Reinventing the Batting Helmet

The author's client, Wilson Sporting Goods, approached his design firm to bring new creativity and insights to the youth batting helmet. The Wilson team defined style as the single most important element for entrance into the market. They theorized that design would be the most compelling factor for helmet sales. If it did not look cool, kids wouldn't want it. It was time for the humble helmet to get a dramatic facelift. By identifying design as a key differentiating business strategy, Wilson Sporting Goods committed itself and Design Concepts to infuse innovative thinking into every aspect of the helmet. With several design challenges, but few corporate constraints, Wilson utilized the full power of design. The success of the youth batting helmet underscores the importance of design as a critical, differentiating business strategy. Wilson Sporting Goods' ability to embrace this important factor and combine it with consumer trend forecasting led to true market leadership.