Design Brief

heliumdream

flagler college // art 227 ad d

esign // glenn gutowski // 1.21.2014

Nike SB Zoom Stefan Janoski

Skaters, sneakerheads, fashionistas. Watches - MTV, Youtube, Adult Swim, Comedy Central, NetflixListens to - podcasts, radio, streaming web, mp3s Reads - facebook, wired, reddit, skate magazinesIdols - Kevin Smith, Tyler the Creator, Rob DyrdekMotives - rejecting the establishment, being an individual, self-empowerment

We look at Adidas, DC, Dekline, Element, Emerica, Etnies, Fallen, Globe, iPath, Obey, Osiris, Puma, Vans, Vans Syndicate, and Volcom for direct market competition. Rational appeals and functional benefits are mostly ignored. Subversion can be identified as a useful theme, often people rejecting the establishment support vandalism and disregard. However this is not a consignment, our approach with Nike will touch on more inspiring themes.

By volume Adidas, DC, Emerica, and Vans spend the most advertising effort. Emphasis is either placed on shoes, or people using shoes in action.

We also looked to high fashion; including Louis Vuitton, Dolce and Gabbana, Hermes, Gucci, Fendi, Prada, and YSL for trends respective to their markets. Interesting collaborations have been happening at Louis Vuitton including designers like Marc Jacobs, Richard Prince, Takashi Murakami, and Stephen Sprouse.

Everyone is familiar with Nike shoes; they stand for self-respect just as much as victory. Outside the sneaker and skating communities, not everyone has heard of Stefan Janoski Nike Zoom’s.

How can we break NIke Zoom outside their niche? Potentially elevating Janoski shoes and into a contemporary household name like Chuck Taylor, Tom’s, and Vans.

We stand for self-respect just as much as victory.Fashionable; selection of colors, textures, and materials combine for pleasing designs. Departure from expected Nike running shoes. Clean and refined; offering range and flexibility.Existing brand trust.

Depart from the expected

passion, exuberance, perseverance, elevation, departure, empowerment, affinity

Nike SB logoJanoski logo

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