For a product to be successful you need to play up to the consumer by offering designs that fulfill their needs and wants. Designing for active lifestyles isn't a slam dunk; you can't fake form or function in today's performance market. Technical products need to function, but they also need to suit the changing trends of the marketplace. A historic Italian name can't hurt when modernizing a brand's personality. Here are examples of my performance products, with all the technical athleticism and complexity you can think of.