The NS Approach

Our Approach to Innovation in the Sports & Outdoors Category

In sporting goods and recreational product industries, like other consumer categories, businesses (especially large ones) tend to fall into old habits when it comes to innovation. A company’s internal team may be exceptionally skilled in developing and commercializing products that fit within existing categories, because the challenges are familiar. These same talented teams, however, could struggle to apply those skills to new categories. This isn’t uncommon in the business world. Companies tend to design around their existing limitations instead of pushing beyond the boundaries of what their internal team can do, which is why it’s critical to infuse your team with fresh ideas and outside perspectives if innovation is truly your end goal.

Nottingham Spirk is perfectly positioned to augment your existing team to push through this inertia. We assemble versatile, multidisciplinary project teams that bring varied experiences and perspectives to each new venture. We build these Vertical Innovation teams according to the demands of the project, and work collaboratively with our partners at every stage from ideation through product launch. Designers and engineers sit in on focus groups, market researchers weigh in on prototypes, and any of them might visit the manufacturing factory floor.