OVERVIEW: Create / design Prime 9 product campaign from the ground up and follow through to launch.
PROBLEM: With such a crowded drive train market and with the 2 major companies (Shimano & SRAM) holding dominance. Box realized trying to keep up and innovate at the same rate was unobtainable.
SOLUTION: Pivot the MTB side of the company into the 9 speed arena and ditch the so called “Gear Wars”. Created a unique impactful logo / icon along with the mantra “9 is Fine” to help reinforce our newly decided pivot.
CHALLENGES: How to sell consumers on “going backwards” in technology. Since the current gear war is at 12 speed, how do you make 9 speed “Special”?
RESULT: When this product launched at Eurobike 2019 in Germany is was to great admiration and praise. The general consumer also followed suit and loved the premise / theology of this product.
2020
