3 designers, 2 weeks to design CMF driven sustainable material innovations for the fly user in track and field.
Ruby Park
Tanner Pelkey
Ahyoung Roh
Fly into escapism.
Experience Hoka Fly in Cactus & Citrus Fibers and Naturally Dyed EVA Foam.
Meet Brianna!
20 yr old Female sophomore running at Arizona State University
Studying to become a Physical Therapist
Started to run competitively in high school
Goal: Improve sprint times, improve mental health, stay in touch with friends by running, enjoys the freedom
Needs: A shoe the can perform and improve her running experience, light weight
Wants: Some type of sustainable materials, fashionable, high grip
Insights
Participates in both 100 Meter & Long Jump Events; requires an explosive start.
Desires Customized Shoe Fit
EVA Wears Down on Hot Days
Goes Through Many Shoes!
The core insight we gained from Brianna is that she goes through many shoes because of the high-impact events she competes. She feels guilty when she has to move on to the next.
Briana wants a shoe that has less impact on the environment.
Observations and Analysis
2024 S/S Projected CMF
We project flourishing desert colors inspired by natural and digital values creating a rich saturation for the overall palette. For the materials, a shift towards naturally based material compositions. Meanwhile, the finishes are soft and matte with an accent of gloss.
Flourishing Desert Colors
Super Natural Materials
Soft & Matte Finish
Natural Dye Experimentation:
End Result:
From Left to Right: Blackberry Dye, Blueberry Dye, Kale Dye, Beet Dye, Raspberry Dye
Dye Process:
Obstacle
After hours of soaking EVA outsoles in our natural dye, they weren’t successful.
Reroute
But that didn’t deter us! We then baked EVA pellets with our natural dyes to encourage the binding process.
Success!
Our alternative method resulted in a successful set of eva foam samples dyed in our various natural dyes.
Natural Cellulose Fibers from Citrus and Cacti
Why?
Both are easily sourced in North America. Locally sourced materials result in less pollution from transportation.
The citrus and cactus fibers are lightweight.
The cactus fiber is very rigid, naturally UV/heat resistant, and reactive to humidity to create better ventilation.
Citrus Cellulose Fiber Extraction:
We used sodium hydroxide to extract the cellulose. Because we value sustainability, we did not bleach our fibers. So it resulted in vibrant golden cellulose fibers made from orange peels.
Cactus Fiber Extraction:
Boiling Cactus Leaves
Softened for Extraction
Pulling the Veins
Logo Application
We project that Hoka will have higher brand recognition by 2024.
Therefore we want a functional logo of the Hoka bird that works as the ventilation system.
The logo will be a more open mesh that allows heat to escape.
Escapism S/S 24
Heroic Purple, Blitz Pink, Pre-Stretch, Sunburst Orange, Victory Yellow, Ocean Cobalt, Timeless Blue
Colorways
Stealth Launch
Sunburst Orange / Ocean Cobalt / Blitz Pink
Super Sonic
Heroic Purple / Pre-Stretch / Victory Yellow / Sunburst Orange
Nuclear Power
Timeless Blue / Victory Yellow / Pre-Stretch/ Ocean Cobalt
Material Tray
Brianna resonates with the stealth launch colorway.
She is a sneaky strider that loves how her shoes are based on natural materials.
Presenting to the Hoka One One Design Team.
Special thanks to Hoka One One for sponsoring this project!