Building COnfidence
Starts with….
MY Goal
Design a shoe that is tailored to runners that heel strike, meeting them at their ambition of running in comfort and with efficiency.
The Problem
All running shoes are designed to serve pinnacle athletes and perfect gait. Excluding a huge portion of people who don’t fit in that category.
Problem COnt.
Majority of casual runners do not train to run professionally leading them to develop various running patterns that suit them. 95% of runners tend to have a heel strike pattern in their running. This leads to most injuries amongst this group!!
The Brand
Hoka was created to reimagine what comfort and efficiency could be in a running shoe. They have strived towards innovative design and maximum comfort in their products over the years.
Hoka has the chance to shine the light on a group that is usually under represented. Based off their work in the past they can push to create a shoe catered towards the heel strikers.
“Running for all”
“Running made effortless”
“Time to fly”
The Consumer
Targeted age range: 28-55
Sharing the common challenge (Injury rate of 50-60%)
Seeking footwear that supports their natural running pattern
Looking for comfort and stability
OPportunity
Honing in on solving the discomfort caused by heel strike running patterns and help casual runners feel as if they can DO MORE.
Design Objectives
Creating a running shoe while considering the heel design heavily for overall comfort
Creating a concept to cater towards a more natural running pattern
Designing for the more casual runners allowing for them to feel seen
Design Inspiration
Design Inspiration COnt.
High impact area for your average runner.
