To pioneer a lifestyle × sports hybrid tennis bag tailored for the Japanese market, closing the gap between performance gear and everyday carry. By blending technical functionality with stylish aesthetics, the goal was to propel Wilson’s bag division into new retail segments, win consumer love beyond conventional “sport-only” buyers, and create a global structural model for future bag lines.
Starting with deep market research in Japan, I identified unmet needs in consumers who wanted tennis bags that “work on and off court.” I then led the design of multiple solutions, crafting precise technical drawings, selecting high-performance yet stylish materials, and defining a cohesive visual concept.The “WAZA” bag line merged form and function: compartments, ergonomics, finishes, and styling language that look at home in urban life while performing under athletic demands.
Not only were these bags successfully launched, but the lifestyle × sports hybrid bag developed from this market data became the structural foundation of Wilson’s backpack line, applied across core inline products, the Roland Garros edition, the US Open edition, and even backpacks designed for padel rackets, ultimately contributing to the overall global sales growth of Wilson’s bag business.
