Development of creative direction for the AYAMi collection of women’s performance footwear AW 2012. Brands with highly specialized in-house design teams can benefit from external creative input to boost inspiration. To this end Joanna Boothman created a provocative story using thoughts, images and conceptual sketches with suggestive details. This story served as a guide for the ASICS footwear designers and a design check for the European ASICS team of marketeers and colour/materials specialists. It was important to provide open-ended inspiration that the Asics designers could build upon and make their own.

A number of creative sparks emerged, such as a ‘bold heel delivery’, ‘dynamic layering’ and ‘fluid lines’. These ideas helped give shape to the collection of 7 models. Even a new asymmetrical model was designed, shown here with a new lacing concept.

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