Designing for the Hiker Punk
The Outdoor Boom is here.
Athletes aren’t the only ones spending time outdoors.
Trailing for the next generation.
Fly with the Terra Cloud.
Experience Hoka Fly in Trail Running shoes designed for California Trails.
Meet Maya!
Maya is active and expressive.
She likes exploring the “weird” and has an appreciation for older cars
Trend Analysis
Political
Push for climate deal funding in legislation.
USA 2050, net-zero.
Economic
Peloton is struggling with indoor equipment sales.
New and Used.
Cultural
The Great Resignation Defying the “Big Guy”
Gen Z aren’t tolerating poor work conditions.
Social
Mental health trend in outdoor escapism.
Camping sites full of on-site reservations.
Trail Running Observations
Right ankle on medial side was experiencing strain.
Heel Strike
Ground Contact
Current Trail Running Shoes Exhibit Consumer Segregation.
Standard Trail Running shoes are not suitable for SoCal Trails.
Why?
Lugs are too deep
Material is too firm against hard California trails
Going downhill, sheers towards a direction
Creates multiple mini pressure points
Causes soreness beneath the feet
Solution? Maximize Surface Area.
Inspiration
Mock-Ups
+
Concept Direction
Inspired by NASA’s airless tire, the chainmail mesh wraps around its terrain to maximize surface area and adapt to unpredictable environments.
Ultimate Traction through Maximizing Surface Area
Master Palette - Summer/Fall 2024
Trail Blazing
Peaceful Protest
Hiker Punk
Materials
Hoka Terra Cloud