In this project, the task was to leverage PUMA`s proprietary performance technology NITRO, in a progressive streetstyle contest.

The goal was to create a performance running shoe that would be worn any day, everywhere.

Merging performance and style attributes.

Frequently, style and performance are unintentionally considered mutually exclusive.

Yet, the goal here was to achieve both, as this is what our target consumer expects.

The ideation process happened in 3D ( Gravity Sketch).

This allowed for an holistic approach with the objective to create a striking midsole design language

and bring attention to the Nitro technology.

Then, concept one was refined into a traditional 2D rendering to adjust proportions, add details and definition.

Construction callouts highlight the executions intended.

Colorways showing different color configurations.

Furthermore, a second concept was added with a more “performance training” stance.

Ultimately, this project was placed on hold due to a product strategy change.

Yet, these concepts helped us reconsider how performance and sportstyle can be a lot more closely interrelated than previously thought.

As well, it validated internally the use of 3D not just for refinement but also for ideation.