The human factor is crucial, and therefore I have to build my product around the athletes I want to target. My target groups are mainly Top-runners and Omni-athletes. Why? Simply because these two customers have a shared passion for the sport as the driving force behind their purchasing decisions, with the difference that the Top-runners focus more on themselves as the Omni-athletes try to outperform in a competition. The demographics show that together they make up about 50% of all sneaker consumers, which is essential for the development of my concept.
The app is a gateway between the digital and the analogue world. IT has three main functions: tracking the running technique, connecting to a community, and improving the performance of the athletes through the integrated AR features. 
Our athlete can now choose between two models that meet his needs and requirements. The sneakers are visually the same but differ in that the pro model is adapted to the dimensions of the athlete. The price combined with our education in the app should encourage athletes to make a conscious purchase decision. He can also select an instalment payment model, which should ensure that the Circular Ones are inclusive for all financial capabilities. The goal is not to design a "hype sneaker" but to offer a sustainable alternative.
Depending on the sport, our athlete can now choose between several silhouettes.
Because of his passion for long-distance running, he chooses the running silhouette and gets the...

The tech behind tracking the running technique looks like this. All smart components are in the sole of the shoe and consist of several layers of fabrics made of so-called smart-fibres. A layer must consist of pressure sensing tissue, such as produced by the company EoanTex. This layer can determine where pressure is being exerted on the insoles, so it is possible to understand precisely the running movement of the user. The app can be used to determine where possible errors in the user’s technique are via the type of running in the shoe. However, this smart-fibre must be supplied with electricity for which the second layer of smart-fibres is used. This consists of electroactive polymers or EAP’s for short. 

With electro active polymeres (Eap's) the tongue can be used as the lacing system for the trainers

The recycling process is divided into five steps: cut the tongue, wash it, grind it, and melt it again. The washing of the shoe after all smart components have been removed is not used to clean the sneakers, but to dissolve the upper material. This works by making the upper out of an algae-based plastic which should be soaked in water for long enough to dissolve.
The midsole is noticeably harder and thinner than competing products. On the one hand, this means that it lasts longer. On the other, it should make our athletes’ run more naturally.
Think global, act local is  the philosophy I want to spread with my project. Therefore the individual locations can make design-related decisions on their responsibility to adapt the original design to the local markets. This means that a sneaker made in Japan, for example, can be made from materials that match Japanese purchasing power and preferences. The same applies to Brazil, the colours and materials can only be two elements that differ.

As a designer, I strive to create the best possible product, which can be challenging to achieve due to the artificial obsolescence on which our economic system is based. But it is precisely this obsolescence, the development of products with guaranteed death at a particular time, that is the driving force behind economic growth, which makes it quite difficult to get rid of. So my approach is to integrate digital services into an analogue product to maintain a source of income and still be able to produce less and at the local level. I see a great opportunity in the local market economy and consumer education is an urgently needed step to reduce the number of goods produced, but also to make transparent where things come from and where they go after disposal. Products do not magically appear and disappear, they are made, and this process, in my opinion, must be seen as the genuine act that it is. 

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