REEBOK DMX 2023
A chance to reboot the DMX line for Reebok. Building a whole product line to redefine DMX into a comfort story.
Project tasks included: archive studies, consumer studies, new category design ethos, family DNA, technology innovation, and product building.
BRIEF DECK
Before diving into the task of designing an entire new range for Reebok’s athleisure category, it was important to identify the consumer, ethos, and design inspiration. Below was the deck built for an early presentation to our vertical and the leadership team at Reebok.
DESIGN PROCESS
We utilized the foam cored boards in the office to pin up all our sketches and process. The return to the office offered us a more traditional design process and it is on full display here.
NEW LAST
Co-molding process that incorporates a disappearing baby popper liquid inside
DMX TECHNOLOGY
Utilizing the resources we had to revolutionize the DMX technology we were able to explore different ways to create moving air in the midsole. Some involved: trapping the air between the EVA and the midsole, creating moving air channels through co- molding, and sandwiched EVA air capsules
3D printed representations of technology trials
MATERIAL DIRECTION
SOCKLINER DESIGN
The sockliner design considers the flow language of DMX. We wanted to bring value and consideration to the immediate touchpoint of the foot. Explorations include die cut EVAs and molded sockliners.
HANG-TAG DESIGN
DMX LINE
The consideration of DMX tech from different price points. Incorporating the new DMX technology with different layouts and materials. DMX 90 utilizes a full bed drop in moving air unit. DMX 70 utilizes a full bed trapped air layout. DMX 65 utilizes the same trapped air technology in the heel. DMX 50 uses the lightweight, DMX foam.
TECH REVEAL
Final Samples
