TUTU Sports Product & Marketing Strategy

This project was developed as part of a semester-long assignment focused on the creation of an innovative sports product and an accompanying go-to-market strategy. Inspired by barre and Pilates, I created "Tutu," a sleek, space-saving fitness kit tailored to college students and young professionals who prioritize wellness but live in small spaces.

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Objective

The goal was to design a product that addresses a clear problem in the fitness space—lack of stylish, compact, and functional workout equipment for people with limited space—and develop a full-scale marketing plan to bring it to market.

tutu

tutu 

My Role

I completed this project independently, handling all aspects from concept development and research to strategic planning, design mockups, and the creation of financial projections and marketing materials.

Approach

I took a user-first approach by identifying pain points in the home fitness experience for urban dwellers. From there, I:

  • Conceptualized and designed the TUTU Barre Kit

  • Defined a target audience based on lifestyle, age, and aesthetic preferences

  • Conducted competitive analysis within the wellness and boutique fitness markets

  • Developed a marketing mix rooted in authenticity, minimalism, and digital-first outreach

  • Outlined a phased launch strategy, including crowdfunding, social media campaigns, and pop-up events

What I Learned

This project deepened my understanding of brand positioning, strategic marketing, and consumer behavior within the sports and wellness industry. I also gained experience in product development, pricing models, and integrated launch strategies. Most importantly, I learned how to craft a cohesive narrative around a product that balances both function and emotion.

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