Umbro
China’s surge in lifestyle performance products led to an opportunity to work with Umbro to produce a capsule that encompasses Umbro’s iconic brand heritage.
Scope
Product Design
Location
New York, NY
Contributors
Brandon Bjerre
Brief
The task was to capture the lifestyle & retro wave through a contemporary capsule that features both a performance and lifestyle silhouettes. The capsule would be released exclusively for Umbro’s Chinese counterpart.
Ideation
After taking a close look at Umbro’s rich brand heritage and performance history, we sought organic paths to deliver fresh stories that would resonate from a global and local point of view. Our conclusion was that one shoe wouldn't suffice, so we decided upon 2 distinct yet cohesive designs that would capture the lifestyle (trend) perspective and the other a true performance perspective.
Execution
We developed both designs through critical analysis on function and usability. Both shoes would tell a cohesive story functionally while still being aesthetically pleasing and on trend. The construction of the performance running design would take inspiration from the top tier running product in the western market while the lifestyle design would primarily be grounded in story and the trends visible in the fashion space.
