CONSUMER
sole direction intended to bring pinnacle FuelCell expression found in 5280 project into a broad channel platform. key design motifs include "shifting" the linear design of the FuelCell story.
PLATFORM
studies analyzing uptempo foot strikes found runner's striking along the lateral midfoot during the running gait cycle at faster paces. the design for the upper sought to further emphasize speed by highlighting the medial length of the foot, which is more exposed upon lateral midfoot strikes at uptempo pace.
UPPER
DEVELOPMENT
* studio image assets + video assets proprietary of new balance athletics.
