Getting a product through the elaborate maze that is Icon Development is a tricky process.
At any given time in the Icon office, we have a few hundred projects going. Jacket, glove and boot design, helmet shell modeling, catalog design, product and lifestyle photography, hundreds of new graphic and trim applications, test riding, material and pattern analysis, advertising design and strategy, website development, custom bike building, video shooting and editing…LIMITER print and digital….and it goes on.
This is all on different schedules, so while product designers are working on 13sp products, development is finalizing 12fl, print is cataloging 12sp, marketing dept is working 11fl, and purchasing is trying to keep up with orders for 09sp products. It gets confusing as things are constantly evolving. One day a jacket will be scheduled to release 12sp, the next thing you know, we’re holding it back to 13fl. This sends shockwaves throughout all the steps of the process above.
In November ‘09 the Reign Boot started working its way through the process. August ’11 it was released for sale. Pictured below are the first couple years – from early design, through prototypes, then on to advertising. For the future, look for expansions on the Reign platform, new colors and upper designs are forthcoming…which means if we start now – you should see them in 2014.