We found this fold out poster in a Sneaker Freaker magazine, collected from a trainer store in
Berlin. We thought that it was interesting to look at the soles of the trainer as a design
feature- the colours and patterns and grip of all these soles are beautiful, and definitely
add to the overall look of the shoe. It is important to remember that all aspects of
a trainer can be exciting and creative!
Berlin. We thought that it was interesting to look at the soles of the trainer as a design
feature- the colours and patterns and grip of all these soles are beautiful, and definitely
add to the overall look of the shoe. It is important to remember that all aspects of
a trainer can be exciting and creative!
This made us think about the soles on New Balance trainers. We looked at our opinion
formers and other people we know who own New Balance, and were disappointed with
the result after seeing this poster. As you can see from the images below, the
sole has been used as a performance feature rather than aesthetic. There is not any
clear brand identity or visual that can be detected on the sole, which is fine for a
running shoe, but perhaps not exciting enough for a lifestyle trainer that should be more
light hearted and fun in design.
formers and other people we know who own New Balance, and were disappointed with
the result after seeing this poster. As you can see from the images below, the
sole has been used as a performance feature rather than aesthetic. There is not any
clear brand identity or visual that can be detected on the sole, which is fine for a
running shoe, but perhaps not exciting enough for a lifestyle trainer that should be more
light hearted and fun in design.
Compared to competitor soles shown in the poster image above New Balance cannot
be distinguished and could take inspiration from the interesting and bright soles. These
competitor soles have the potential to print logos wherever they walk; something that New
Balance could take into account for distinguishing themselves and also as a way of some
free advertising...
be distinguished and could take inspiration from the interesting and bright soles. These
competitor soles have the potential to print logos wherever they walk; something that New
Balance could take into account for distinguishing themselves and also as a way of some
free advertising...
We noticed that Nike, a main lifestyle competitor, is particularly good at branding
the soles of their lifestyle trainers. The three images below all show how the
soles clearly present the Nike swoosh or Nike name and have used a variety of
colours, patterns and prints onto the sole which makes it so much more of a feature.
For sneaker fans it is often the small details that can make a purchasing decision,
we spoke to Tobi Cieslik, our opinion former's flatmate "I went and got these Trimm
Trabs, my favourite part is the thicker sole with Adidas written on the side. It's just
little details like that that can really make a pair of trainers stand out to me" (See Focus group)
the soles of their lifestyle trainers. The three images below all show how the
soles clearly present the Nike swoosh or Nike name and have used a variety of
colours, patterns and prints onto the sole which makes it so much more of a feature.
For sneaker fans it is often the small details that can make a purchasing decision,
we spoke to Tobi Cieslik, our opinion former's flatmate "I went and got these Trimm
Trabs, my favourite part is the thicker sole with Adidas written on the side. It's just
little details like that that can really make a pair of trainers stand out to me" (See Focus group)
