This sneaker was developed as part of the expansion of the Street category that represented a small percentage of total sales at the time. The goal was to introduce a new design with stronger visual identity and broader market appeal.

With only three SKUs, the style quickly reached a significant share of total sales, contributing to a more balanced product portfolio.

• 3 SKUs

• 6.67% of total sales in 3 months

• Launched August 2025

Context

At the time of development, Street line had limited product variety and low participation in overall sales. The brand’s performance was heavily concentrated in its vulcanized footwear line, leaving an opportunity to expand into more contemporary and versatile silhouettes.

Beat, the new design, was conceived as a new style to strengthen this category, introducing a more youthful and distinctive design that could compete more effectively in the market.

My Role

I led the project from a product development perspective, starting from the initial brief definition and aligning it with commercial objectives.

I worked closely with the design team by providing direction and feedback throughout the process, ensuring the product aligned with both brand identity and market expectations.

During development, I focused on refining key technical and aesthetic aspects of the product, including sole proportions, material selection and color direction, working in collaboration with the factory to achieve the final result.

The Process

The development process combined design direction and technical refinement across multiple stages.

Initial concepts were explored by the design team, followed by prototyping to evaluate proportions, construction and overall product identity. Based on these early iterations, adjustments were made to improve both the visual language and the technical feasibility of the design.

Particular attention was given to the sole design, where proportions and height were reworked to better align with the intended aesthetic and functional goals of the product.

Material selection and color direction were defined during on-site work in China, allowing for direct evaluation of options and faster iteration. Specific components were redesigned to optimize performance and manufacturing, including the transition of certain parts into TPU and HF applications.

Surface textures for both EVA and rubber components were also carefully selected to enhance the overall product finish and identity.

These adjustments played a critical role in achieving a final product that balanced design intent with production feasibility.

The final product successfully translated the initial concept into a market-ready sneaker, combining a distinctive design language with reliable construction and manufacturing consistency.

Impact

Following its launch, Beat quickly became a strong performer within the Street category.

With only three SKUs, the model reached 8.72% of total sales in 5 months, contributing significantly to the growth of the category and helping diversify the brand’s product offering.

Compared to previous styles within the same line, Beat demonstrated a strong market response, confirming the value of introducing new design directions supported by solid development execution.