HOW TO APPROACH A NEW FOOTWEAR CATEGORY FOR A BRAND?
FILA brand doesn’t have a CrossFit footwear history. It’s very hard to compete with major brands like Nike and Reebok in hardcore performance CrossFit footwear. So what’s the area that makes sense for the brand to create a CrossFit shoe? This was the product direction question I was trying to answer prior to begin design.
By researching existing CrossFit footwear brands and styles in the market, I‘be realized that CrossFit shoes in general are not known for being good looking. In fact, CrossFit footwear are sort of on the “ugly” side. Maybe there’s something I can do to take advantage of the pure aesthetics aspect of a product, to design an attractive CrossFit shoe. I thought what if I design a good looking CrossFit shoe that can do basic CrossFit tasks in the gym and aesthetically appealing enough to wear outside the gym.
I started with a classic CrossFit silhouette roughing out few pages of overall concept directions. In the end my focus is on this running silhouette inspired with a modern touch direction, a familiar silhouette capturing a strong brand identity.
For a performance design, I have to have a deep understanding on how foot works during a particular exercise. I did a number of researches on few styles from major sports brands.
One of the research I did was spending few days at gym doing CrossFit workout. During this process I had the first hand knowledge footwear requirements for CrossFit. CrossFit are about weight pressure going downward on both feet. Keeping both feet locked in a position is key.
During CrossFit workout there are tremendous amount of pressure placed under foot, which cause both feet spread out to all sides. This indicates that a wider and flatter outsole is required. Also since weight is evenly distributed from top down. A symmetrical outsole can help keep body balanced.
I’ve also found that in order to better secure both feet during CrossFit workout. I need to add additional foot support. I thought an elastic strap can be a solution. I did a few iterations of where to place a strap. I landed on middle of foot.
This strap is an opportunity adding a layer of dimension to the silhouette. I can utilize material, application and details to create a visual interest. I also did a bone and tooling profile drawing to ensure strap is located properly.
I sketched out few variations of an outsole. They all have this symmetrical aesthetics. I utilized different tread patterns to have a strong traction.
On the tread of rubber sole, I introduced a wave pattern with circular shape with rough textures. The wave pattern helps to increase flexibility. The heavy rough texture helps to keep sole grounded.
I landed on a reversed wave pattern with circular shape in between. Gum rubber adds traction and durability. I also did a rubber patch version to reduce over all weight.
This is a top view of overview aesthetic. Strap is perfectly placed over tongue that help secure laces in place. (Let’s face it. What’s up with shoe laces keep untied on their own?) I gave toe vamp substantial amount of air mesh for ventilation.
This is the profile I landed as the final silhouette.
The medial side has a different mid foot look that provides another layer of interest to the overall design.
I was not able to obtain development materials and images of this concept at the time of this writing. Back in the days of this project, the entire performance footwear category was an under the hood unannounced program. All development materials were not be allowed taken outside the campus.
Since this program is not longer a “top secret”, I am still trying to local some development materials. However, the project was a while ago the chance of locating them are slim. A the meantime I would love hear from you about this design and the idea FILA as brand entering CrossFit business.
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