In recent years, AI has rapidly swept through the creative design industry. Bone looks back on over 20 years of sports
product design history—from bubble cases to running strap systems—witnessing the evolution of consumer products
and the expansion of user groups. Facing the rapid advancement of AI, we look forward to leveraging AI tools to
accelerate innovation, break existing design frameworks, and create more diverse and practical product possibilities.
The Disruptive Impact of AI on Design
In recent years, AI has emerged explosively, with industries rapidly launching powerful AI services.
Especially in creative fields such as images, video, and audio, a wave of AI-generated content has made creation accessible to everyone.
Again and again, AI visuals have reshaped how the world perceives creativity.
Many people ask: how will the future of product design change?
Since its founding in 2005, Bone has witnessed dramatic shifts in consumer products—from iPod music players and computers to smartphones.
Before AI, we relied on traditional 3D design tools.
Bone has two major product lines: Sport mobile accessories and Life creative products.
Our core premise remains:
Products must be manufactured, sold, and actually used by consumers.
Here, we take Sport mobile accessories as an example.
(Image source: Bone)
Let’s look back at the key design transformations over the past 20 years.
At the same time, we ask: if AI tools had existed back then, could our designs have taken different directions or achieved even better results?
20 Years of Design Evolution
I. 2005–2007
Shuffle Doggy → Phone Bubble
2005–2007
II. 2007–2010
Phone Bubble → HornStand
2007–2010
III. 2010–2011
HornStand → Horn Bike
2010–2011
IV. 2011–2014
Horn Bike → Bike Horn
2011–2014
V. 2014–2016
Bike Horn → Bike Tie
2014–2016
VI. 2016–2018
Bike Tie → Run Tie
2016–2018
VII. 2018–2021
Run Tie → Run + Bike Tie Connect system
2018–2021
IX. 2021–2023
Tie Connect → Bike Tool Kit
2021–2023
X. 2021–2023
Bike Tool Kit → AirTag Bike Strap
2021–2023
XI. 2023–2025
AirTag Bike Strap → Moto Tie Connect
2023–2025
New Products, New Users
Early Life products primarily attracted female users (≈70%).
Later cycling and running products primarily attracted male users (≈70%).
For most brands, reaching entirely new user groups is extremely difficult.
User Growth Through Product Differentiation
Bone realized that simply changing characters, colors, or styles was not enough.
Instead, new cycling and running products introduced eco-friendly materials, shock-dispersing elasticity, universal design, and modular replacement systems—fundamentally changing how people carry phones while riding or running.
Expectations for the Future of AI Design
If AI and large language models had existed 20 years ago, could they have proposed entirely new design concepts?
Looking ahead, AI will continue to grow more powerful.
We aim to use AI to accelerate design speed, improve quality, select optimal manufacturing processes, and create innovative designs that are both producible and genuinely valued by users.