Asics Ayami running shoe collection: developing a creative platform
Creative direction for the AYAMi collection of women’s performance footwear AW 2012
Development of the creative direction for the AYAMi collection of women’s performance footwear AW 2012.
This story served as a guide for the ASICS footwear designers in Japan 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 for the season but also formed a foundation for designs for years to come. Even a new asymmetrical model called ‘Courage’ was developed, shown here with an original new lacing concept; a star-burst pattern with lucky charms, also designed by Joanna.
Expertise involved in this project for Asics
Research and exploration of patterns and materials, creating new ideas for the applications of patterns on the shoes
Ideation sketching, creation of various design directions. Fine-tuning the design directions into one clear proposition
Evaluating the resulting shoe designs based on this proposition, together with the European ASICS team
Choosing the best shoe designs and material combinations for production together with the European ASICS team of performance footware experts and colour/materials specialists
Other projects
Have a look at other projects by Groen & Boothman
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