Company strategy: North Legion wishes to develop a permanent new action sport by creating a core market that can help promote both the sport and the company’s brand. During the start-up phase, priority has been given to attracting the attention of key aspiring athletes– people who can help drive the sport forwards. As the primary market becomes established, efforts will gradually be made to reach out to all existing users of downhill skiing facilities.

Obtaining information: The starting-point for this project was a strong signal in the market sparked by a growing interest for BMX, FMX - and – particularly off-road biking at downhill skiing facilities during the summer. The aim was to develop a quality product so that cycle tricks and riding styles could be transferred to snow conditions. In the short term, the target group is elite bikers and innovative downhill skiing facilities. In the longer term, the target group will also include winter sports enthusiasts, cyclists and all downhill skiing facilities.

Conceptualisation: Experiments first began with the modification of snow-racers that were used to perform cycle tricks on snow. The design of the product was to give clear parallels to off-road bikes and BMX bikes. The aim was to transfer the carving ski principle applied to downhill skis and snowboards to a three ski set-up that would give greater balance. Another key function is a simple and safe emergency brake system for use in all types of ski lifts and on downhill slopes. At the core of the product is a patented parallel motion system that mechanically copies the movements of a downhill skier. The product has full suspension, which protects both the frame and the driver from a good deal of strain. The SMX bike currently has no competitors.

Testing and choice of direction: The North Legion MERC is subjected to extreme forms of stress and strain. Dimensioning of the product and the choice of materials are governed by this fact and the quality of the product is assured through ongoing prototyping and testing throughout the development process. Among other things, a test team has been established that includes several of the best sportsmen and women in this field.

Design specification: During production of the SMX bike, established production systems from industries such as the bike industry have been used. Standard components and methods have been used wherever possible. Aluminium was chosen for the main frame based on an assessment of weight, strength, price and availability. The skis are produced using known principles for glass-fibre and foam-core ski construction, while the seat padding was chosen for its shock-absorbent and cold-resistant qualities. All parts are easy to access for maintenance purposes, and each component can be dismantled by the user. Continuous focus during the development process has been given to the reduced use of materials, and a primary goal has been to show the greatest consideration for the environment.

Development: The most important element in the entire development process North Legion and Abry Design’s joint analysis of and decision on which qualities the product needed to have in order to lay the foundation for a new, worldwide winter sport. The specifications decided upon have served as guiding principles throughout the design process. The name, profile and style have been given careful consideration right from the outset. The company name North Legion expresses an unofficial organisation, at the same time as it references winter. The product name MERC is a common abbreviation of the word “mercenary”, which links it closely with North Legion. The visual identity of the snow-bike, all printed materials and accessories immediately communicate a leader in the extreme sport field, while the style creates a sense of belonging and helps build a strong brand.

Commercialisation: In January 2008, the second commercial production range was completed. These are limited productions and the primary focus is on marketing. The objective is to sell 100,000 SMX bikes globally in 2011/ 2012, distributed among a minimum of three models. Over the next two years priority will be given to developing a new model for a wider market segment, plus one model for children. Plans are also under way to develop clothes and accessories. The most important markets today are Norway, Canada and Central Europe, and efforts will gradually be made to expand the company’s global market. The North Legion MERC was voted the winter sport product of the year in 2006. Response from users has been overwhelmingly positive and interest has been enormous. During a two-month period, the company’s most recent PR film was downloaded by more than 50,000 computer users. Still, the greatest achievement so far is probably an inquiry the company recently received from Travis Pastrana, who is one of  the world’s most profiled extreme sportsman. He expressed an interest in using North Legion’s SMX bikes in his latest film!

Company: North Legion

Design: Abry Design AS

Award / year: Honours Award for Design Excellence - 2008

Category: Nominees