The human factor is something crucial and therefore I need to build my product around the athletes I want to address. My target audiences are primarily Top-runners and Omni-athletes. Why? Simple because these two clienteles have a common passion for the sport as the driving force behind their purchasing decisions with the difference that the one is more focused on themself while the other tries to exceed in a competition. Both audiences are willing to pay a higher price to get the best product possible and that’s why I think that I should be focusing on them. The demographics shows, that both combined make roughly 50% of the overall sneaker consumers which is important for my concept to unfold.
After the purchase decision has been made, our athlete is faced with the choice of one of the two models. He can choose between the base and the pro model. The sneakers were designed the same, but still, have some specific adjustments. The Pro model is based on the athlete’s biometrics. For example, an accurate measurement of the foot or height and weight can be considered to create a personalized product. This design approach is already being followed to create professional athlete’s products. I took this as a role model and want to make it available to a wider range of consumers by offering an interest-free payment in installments.
By pricing the sneakers in the high-end spectrum and conveying an understanding of the manufacture of the product, I want to provoke more conscious buying decisions.
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 for Japanese preferences, can be made from materials that match Japanese purchasing power. The same applies to Brazil, the colours and materials can only be two elements that differ.