Joyful Discipline
Puma X CCS // 96 Hour Design Sprint // February 2021
Understanding that High Intensity Training (HIT) is achieved through motivated discipline, Joyful Discipline leverages an extroverted color story to inspire athletes at any level to continue taking steps towards their goals each day despite the new environments they will occupy looking forward to 2022.
Magnetic Spark
Drawing from the transition of tones from night to early morning, middle mixtures of ignited oranges and cool blues create a magnetic energy that draws the user to wear radiating confidence into their workout rituals. As connection is a duality of inner and external relationships, the graphically textural finishes focus on empowering internal confidence through small touch points on the shoe and using abstract ways to then connect outwardly to a digital social landscape.
Consumer Signals
While aiming to have spacial harmony in interior aesthetics, the blended boundaries in her home workout spaces lack the separation that the enlivened surroundings of social gym environment had provided. Instead, these energy deterrents are being made up for in vibrant colors and bold graphics that are now taking over the appearance of health enriching snacks, shakes and protein bars. Most importantly in the pursuit of holistic wellness, she, like many others, is shifting to an increased focus on internal expressions of personal empowerment. Whether in a gym setting or at home, their trainer cannot make them turn on the class or keep pushing themselves. To continue the social encouragement that is given by trainers, embroidered affirmations, as seen in the Harper Wilde and Female Collective collaboration, could be leveraged to help perpetuate mental wellbeing.
Blended Boundaries
Internal Empowerment
Vibrant Energizers
Process
When I was looking at PUMA’s website I read the phrase “Be Brave. Be Confident. Be Determined. Be Joyful.” What really stuck out to me, was the message of joyfulness as it is universal human connector but in uncertain times, not always easy to find. To find elements of joy I looked to her physical environments, beauty rituals and life growth that could be extracted to bring her shoe the raised connection of impact. To then discover innovations in material finish, I explored structural patterning of 3D printed motion, the physicality of embroidered expressions, and looked for new digitally inspired mesh gridding with material patterning.