TAI CHI CLOUD R-1
As a strategic response to PEAK‘s CEO’s vision of elevating a new brand image for phenomenal “Tai chi” technology, I spearheaded cross-functional teams to create an entirely new flagship Tai Chi CLOUD lineup to completely change consumers’ perception of PEAK branding.
This project called upon a range of creative capabilities; from redesigning the new visual identity of Taichi technology, creating the new storytelling and product line up, to executing the final design from ideation to manufacturing.
After launching on June 6th, 2021, this NEW TAI CHI CLOUD R-1 won the 2021 Design Intelligence Award!
This project called upon a range of creative capabilities; from redesigning the new visual identity of Taichi technology, creating the new storytelling and product line up, to executing the final design from ideation to manufacturing.
After launching on June 6th, 2021, this NEW TAI CHI CLOUD R-1 won the 2021 Design Intelligence Award!
Empowered by A.I. and generative designed tools, TAI CHI CLOUD has a distinctive silhouette and cloud-shaped midsole with TAI CHI self-adaptive technology, provides an unparalleled "walking on clouds" experience.
THE TAI CHI TECHNOLOGY
First introduced in 2018, TAI CHI technology revolutionized cushion experience with the self-adaptive mechanism: actively functions between absorbing impact and energy returning.
This technology became the price enabler and sales driver across multiple product categories. By 2021, PEAK has sold over 7 million pairs of TAI CHI footwear worldwide.
This technology became the price enabler and sales driver across multiple product categories. By 2021, PEAK has sold over 7 million pairs of TAI CHI footwear worldwide.
TAI CHI SOLUTIONS
THERE'S NO BLUE PRINT FOR "SEEING THE UNSEEN"
The creative journey of TAI CHI CLOUD
