Positioning Adidas as a fashion brand within the shoe industry - bringing newness and controversy during the Olympics.
Strong positioning on the market as a sports brand and great recognisability because of it but they already did fashion collabs with Jeremy Scott, Ivy Park (Beyonce), Gucci or Balenciaga, which were highly successful and that
shows space for adidas as a brand to venture and expand into fashion on its own without needing to collaborate.
shows space for adidas as a brand to venture and expand into fashion on its own without needing to collaborate.
First ideas and concepts sketched out and later on picking out three shoes that fit best to my choosen theme.
Concept A - inspiration taken from preexisting gym shoe called Olga combined with functional laces around the foot - experimenting with tabi form, color inspired by LA Olympics logo
Concept B - sneaker for days full of walking - sole wraps around the upper made out of knitted breathable material
Concept C - shape comes from track and field shoes and the elevated heel - sole
includes elements of football shoe and non-slippery material - combination of
breathable mesh upper and three leather straps to keep some elements of a sneaker - final shoe that I picked to continue working on
includes elements of football shoe and non-slippery material - combination of
breathable mesh upper and three leather straps to keep some elements of a sneaker - final shoe that I picked to continue working on
Working on 1:1 prototypes, testing out different variations of upper (combining various fabrics, trying out breathable and leather textiles) and sole (style, height, thickness).
More sketching and iterations on the final version.
I decided to keep the sole on the thicker side to maximize comfort while wearing, straps can be adjusted to foot by tying the
laces. Emphasis on the brand recognisability by using the blue color and keeping the zigzag line on the outline.
laces. Emphasis on the brand recognisability by using the blue color and keeping the zigzag line on the outline.
Sole has thicker and wider heel, keeping the elements of football shoe in the ‘spikes’ form - low heel for better and longer walkability - not as much pressure on your toes.
