Yeezy
Design and Engineering from Soho to Calabasas, Shanghai to Guangzhou. We bridged the gap from celebrity creative director to large scale corporate manufacture.
Scope
Product Design
Location
Los Angeles, CA
Contributors
Jeffrey Henderson
Sara Jaramillo
Jream Henderson
Brief
Kanye West entrusted us with managing existing design work and building new concepts as Yeezy transitioned from Nike to Adidas. With a primary focus on sneakers within the Yeezy line, we were tasked with reengineering and designing projects for both runway, innovation and ultimately retail.
Ideation
Our process ranged from sketching and photoshop mashups to handmade samples and 3D prints. Wearable concept samples were crafted in the US and Asia based on multiple tech packs to continue refinement even after production. We were obsessed with evolving constantly. We routinely filled walls and groupchats to get a common vibe on where we wanted to go next
Execution
The engineering on the 750, 350 v1 and the Waverunner as well as the design of the 350 v2 made the Adidas brand understand the value of the brand being created just outside of their reach.