STUDIO PROCESS AND SERVICES GUIDE, SELECTED WORKS & PORTFOLIO
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Design Management & Branding
B
Design & Innovation
Strategic planning of integrated creative activities. Emotional Storytelling, logo and identity design.
Product innovation, exploration, form development and functional solutions.
SPECIAL FEATURE — CASE STUDY SKORA, Inc. From Branding to Design, Development, Marketing and Communications & More.
info@directivecollective.com +1 647 802 3472 www.directivecollective.com
D
Development
E
Graphics & Marketing
Prototype development, technical specification and production liaison.
Visual communication of brand and product concepts, packaging, hangtags, sales tools, POS and retail design.
Richard Kuchinsky carrying on business as “The Directive Collective” Ontario Business Registration No. 843796590
SPECIAL FEATURE
CASE STUDY INSIDE
The key to successful product design and development is a structured, well-formed design process. Specializing in an integrated, strategic design method, The Directive Collective effectively manages all projects from design brief to production with a single vision of creative, branded focus.
Above — SKORA SS15 Women’s TEMPO Collection
The Creative Process From Sketch to Production
The Directive Collective specializes in providing creative process management to match available time, budget and resources goals. From concept design to branding, technical development, graphic design and marketing, we provide all services as a part of a well-managed, integrated approach. Starting with the creation of an overview schedule and planning tool, an integrated creative problem solving process is further developed in-sync with related sales, marketing, design and development departments. Throughout the creative process, sketches, technical drawings, presentation materials and product samples are efficiently managed using proprietary practical planning tools and standardized methods. In addition, thanks to our extended Collective network of global creative professionals, we are able to draw upon fresh resources on-demand for all types of specialty projects, technical needs, and challenges.
03 Design — More than just a pretty sketch
06 Development — Making it Real
07 Marketing — Telling the Story
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CONCEPT / DESIGN & INNOVATION
DESIGN MANAGEMENT & BRANDING / STRATEGY & IDENTITY
Design Management
Design & Innovation
Strategic planning of integrated creative activities includes management of resources, schedules and targets. Strategic Planning is the first step in ensuring a consistent, branded image and focused footwear design. Before any creative design activities, it is important to outline and determine an appropriate brand and product strategy.
INDOOR research design specs development samples testing sales orders production deliver
FOOTBALL research design specs development testing development samples sales orders production deliver
The Directive Collective uses product and brandfocused techniques to guide the entire product design process.
LEISURE H-Line textiles presentation deliver
Express Textiles presentation deliver
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Product innovation, exploration, form development and functional solutions. Concept designs bring the design intent and problem solving aspects of the creative process to the forefront through sketches, renderings and technical exploration.
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h-line research design specs development samples sales orders production deliver
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Design & Innovation focuses on providing design concepts and technical solutions. A wide variety of creative directions are explored and all product elements communicated through sketches, illustrations and specifications ready for prototype development.
01 Roots Boots 02 Royal Elastics 03 hummel 8.4 PIO FGX 04 Power XO Vapor 05 Umbro Football 06 Power Quantum 07 SKORA Concept Design 07 Pelé Football
01
02
2007
express research design specs development samples sales orders production deliver
Working with the client to first determine the strategic goals of a project, collection or brand, we guide strategic planning to ensure that product briefs, brand messages and related goals/targets are on track.
FASHION research design specs development samples sales orders production deliver
2006
2007
2008
holiday research design specs development samples sales orders production deliver
Through the development of a unique strategic plan in connection with product or brand design activities, we can ensure that a cohesive message is communicated and executed across categories, media and product.
02
01 Schedule Key 02 Trend Forecasating 03 Target market positioning 04 hummel 6.4 PIO FGX combines heritage style, performance and lifestyle inspiration 03
04
Logos and Branding Product DNA Creation
We start all branding projects by identifying core brand values and determine a brand architecture that can apply to all product and creative work.
Roots Concept Design
The Directive Collective The Directive Collective
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We focus on 3 areas of brandingBrand Creation — New brand development focused on establishing a foundation of brand message and identity. Brand Extension — Leveraging of an existing brand to further establish a presence in a new product category or market segment. Brand Development — Management and evaluation of an existing brand to further focus or redefine a brand or product message and position. Does your product reflect your brand, even with the logo removed? Does your brand reflect your product? What is your brand personality? Product DNA Creation considers any new designs in the context of past, existing and future products. In this way, brand values and design language are carefully preserved and/or moved forward for strategic purposes. Establishing and maintaining a consistent Product DNA is key to ensure consistency in design across different product ranges and communicate branding clearly to the consumer. In addition, a solid DNA and product feature matrix can used to quickly bring new products to market by combining existing concepts/DNA with focused innovation and design.
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In developing Product DNA both physical design signatures are standardized as well as emotional product values between and across different categories. The resulting DNA formula and product matrix thereby enables new products to be created using existing family DNA. This enables increased market acceptance and leverages key marketing concepts across multiple categories for improved revenue opportunities. A well formed Product DNA looks at all branded products as related members of a family and creates component genes and personalities that can be expressed and shared across categories and markets. 01 miix 02 SKORA 03 Proper Course & Co. 04 Knowledge Cotton Apparel 05 First Pullover 06 — 07 Power Athletics 08 runTObeer 09 SKORA R01 Outsole
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www.directivecollective.com
featuring
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Studio Services Guide & Selected Works
The Directive Collective +1 647 802 3472
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SPECIAL FEATURE / SKORA, Inc. CASE STUDY
SPECIAL FEATURE
SKORA, Inc. — CASE STUDY
Running ability is programmed into the human DNA. For millions of years, we have run from danger and towards the things we seek. As a child, we innately know how to run — we Run Real.
SKORA is a completely integrated project — involving creating a new performance running brand and product from the ground up.
SPRING
ARMOR-TAN
®
This product features upper and lining leather that has been tanned using the WR100X process. This unique process has been specially engineered to offer improved permanent water resistance properties. Although water is prevented from getting in, WR100X leather is still breathable and will allow perspiration and air to pass through the fiber structure, keeping the foot cool and comfortable. As every fiber of the leather is coated, no additional conditioning is required.
Armor-Tan®
FINALIST 2013 SPORTSWEAR
Ordinary leathers take over 24 hours to dry and are usually hard and prone to cracking. WR100X leather dries in around 6 hours, and is as soft and supple as on the first wearing.
HIGH ABRASION RESISTANCE PERMANENT WATER RESISTANCE SUPERIOR SWEAT RESISTANCE
For more information please visit —
PERFECT SOFTNESS
WWW.SKORARUNNING.COM/TECH
The Lining material on this product is Pittards WR100X Sheepskin.
TEXTURE
5.0 1.5
e1
SKORARUNNING.COM
R0.0
A
4.0 TYP
TREAD PATTERN RECESSED 2.0
SEC e1-e2
7.0 GREY/LT.BLUE/WHITE R02-002W02
01 MADE IN CHINA
FABRIQUE EN CHINE UK EUR CM US UK EUR CM 6.0 39.0 25.0 O/N CC-0001 11.0 10.0 44.5 29.0
CORE
R02-002M02
US W
05
9.5 0.0
4.0 (GRADES TO 3.0 AT HEEL)
TREAD 6.0MM HIGH IN FOREFOOT GRADE TO 2.0MM IN WAIST
1.0 TYP TREAD PATTERN RECESSED 2.0
!
1 RECONNECT Reconnect to your body
WHAT?
HOW?
The “Run Real” tagline was created to embody this vision and represent not only the personality but goal of the brand’s reach.
WHY?
180 /MIN.
2 REPOSITION Reposition your body
2.5
3.0MM DEEP
The position of your body greatly affects your running form.
The rhythm of your stride is an important part of maintaining good form.
Keeping the feet closer to the running surface reconnects the sense of touch and facilitates a light landing that is consistent with a whole-foot gait.
Maintain an upright posture, aligning the hip to head. Land with your feet under your body, not in front. Keep your knees slightly bent, avoid landing with an outstretched, straight leg.
While every body and gait is different, a good stride rhythm is around 180 footstrikes per minute.
A good running body position enables the legs and feet to naturally absorb impact energy and forces throughout the body.
A shorter stride length, encourages a whole-foot landing that allows your entire body to work as efficiently, and biomechanically correct as possible.
Awareness of how your feet connect with the running surface helps give your body greater control and efficiency.
4.0MM DEEP
CURVE AS REQUIRED TO FIT LAST
R1.0
5.0
9.5 4.0 32.0 R0.5 FLEXGROOVE 5.0 DEEP ON BOTTOM GRADE TO 0.0 ON TOP SIDE
0.0
POSSIBLE SHEET STOCK PU FOAM CUSHIONING INSERT. TBD 16.0
D 1 COLOR TRANSFER PRINT
c2
2 COLOR REAR PRINT JEWEL INSERT Ø 9MM 2.5
RECESSED 2.0 AT HEEL GRADE TO 0.0
4.0
R50.0
67.5
c1
2.0
A
4.0 1.0 SEC d1-d2
LATERAL SIDE
Ø 9MM
37.25
0.0 5.0
2 COLOR REAR PRINT JEWEL INSERT Ø 12MM 5.0 R2.5
2.0 RECESSED 2.0 AT HEEL GRADE TO 0.0
TREAD PATTERN RECESSED 2.0
BOTTOM
RECESS GRADES TO 2.0 DEEP AT HEEL
MEDIAL SIDE
R40.0
A TOP
SEC A-A
Ø 12MM
R40.0
RECESSED 2.0 PAINTED SIDEWALL 2.5
1.0
4.0
2.5
5.0
“
COLOR KEY
Development includes technical specification of performance characteristics, colors and materials, physcial properties and review of patterns and technical drawings incorporating feedback from testing and costing analyses.
Find your Rhythm
The mind-body connection provides important feedback (proprioception).
3.0
RECESSED PATTERN GRADES 1.75MM DEEP IN WAIST TO 4.0MM DEEP IN HEEL
34.5
67.5
C
16.0
1.75
1.75MM DEEP
2 COLOR REAR PRINT JEWEL INSERT Ø 12MM
5.0
6.0MM TO FOLLOW LAST SHAPE
2.0 5.0 TYP
2.0MM HIGH TREAD
3.0
1.0
3 RHYTHM
3.0
20.0
TYP. RECESSED 4.0 GRADE TO 2.0 AT OUTSIDE
Working closely with the brand as well as key weartesters, designs are developed from sketch to last tape-up, to first pullover through several rounds of prototypes, consulting throughout with manufacturing partners and suppliers.
THE Real Running is not something your body needs to learn, but rather be reminded of. As a child we all Run Real, it is only as we grow up and get used to conventional running shoes we forget how to run naturally.
4.25 R2.5 TYP
17.5
0.0
POSSIBLE SHEET STOCK PU FOAM CUSHIONING INSERT. TBD
6.0 FLEXGROOVE 5.0 DEEP ON BOTTOM GRADE TO 0.0 ON TOP SIDE R1.0 TYP PAINTED SIDEWALL
0.0
5.0
4.25MM HIGH TREAD
32.0
7.5 30.0
At SKORA we view Real Running as running how nature intended — efficient, effective and with ease. As the foot strikes the ground, contact is made in the middle of the foot, not at the heel. Running with a whole-foot gait results in less impact energy and force shock transmitted through the body.
16.0
C
2.0 4.0
3Rs REAL RUNNING REMINDERS
7.5
3.0MM HIGH TREAD
0.0
B
5.0 TYP
6.0
RECESSED 2.0 TYP
5.0 12.5
FLEXGROOVE 5.0 DEEP ON BOTTOM GRADE TO 0.0 ON TOP SIDE
2.0
1.0
SKORA R03 SIZE 9 RFL-02
4.0 R0.0 20.0
9.5 6.0MM HIGH TREAD
5.0
FLEXGROOVES TO ALIGN WITH FLEXGROOVES ON BOTTOM 3.0MM WIDE X 2.0MM DEEP
R0.5
5.0 3.0
b2
R2.5 TYP
D
R2.0 R1.0
6.0MM HIGH TREAD 2.0 TYP
Ø14.0
PAINTED SIDEWALL
Testing & Production
4.0
Ø8.5
a2
RECESSED INFO 1.0 DEEP
4.0
R2.0 TYP
R2.5 TYP
FLEXGROOVE 5.0 DEEP ON BOTTOM GRADE TO 0.0 ON TOP SIDE
Design & Development
2.0
b1
Ø8.5
19.5 7.0
I
3.0
1.5 TYP
a1
O/N CC-0002
R2.5 R0.5
B TREAD PATTERN STOPS 3.0 FROM EDGE
H
D
A
SEC b1-b2
Ø14.0
3.0
G
C
LOGO 24MM WIDE WITH COLORDAM
RECESSED 2.0MM CENTER AS PER R01/R02
5.0
F
B
R0.5
41.0
EDGE OF RADIUS, INSIDE THIS TOUCHES THE GROUND
4.0
4.0 TYP
2.0
22.0
A
E
2.0 TYP R1.0
1.5
CORE
1.0
e2
2.0 12.0
While most athletic brands are all about “faster, stronger, better,” and use a lot of technical and marketing jargon to sell product, SKORA was positioned to be a brand that was more rational, honest, straight-forward and personal. The result is a design language that is more refined than most athletic footwear. Patterns, colors, lines and details are very graphic and almost mathematical.
”
WR100X
GOAT LEATHER The Upper material on this product is Pittards Armor-Tan® WR100X Goat Skin Leather. Because of the fiber structure unique to Goat Leather (compared to Cow and other types), the leather is naturally more durable and breathable. The unique Armor-Tan® treatment uses microscopic ceramic coatings on the individual leather fibers to enhance abrasion resistance and durability of the leather. High-performance Pittards WR100X leather provides -
Strategic Design
“
BEST FOR CROSS-TRAINING
This product has been specially crafted using the finest Pittards Leathers for premium performance.
We are free-thinking and challenge conventional wisdom. We believe in common sense, rational principles and challenging the status-quo. Our footwear approaches design and performance from a practical, honest and realistic understanding of a runner’s true needs. We don’t cling to doctrine, new or old. We don't hold ideology over practicality. SKORA is designed for the Real runner, in the Real world.
Branding & Packaging
SHOE AWARDS WINNER
PICK
Run Real is more than a statement, it is a way of conducting business. We believe that runners are smarter than most brands give them credit for.
From strategic positioning, to branding, identity, product design, development, packaging, graphics and marketing this project was developed as a cohesive whole with both brand, product, and story closely linked. This project not only involved the design of a new footwear solution, but a brand. From the start, a new concept was developed for SKORA’s strategic positioning as a brand that was unlike other athletic footwear brands in terms of design, DNA and personality.
2014
BUYER’S GUIDE
At SKORA, we look at things differently. We believe that running shoes should be built to encourage running performance that is as biomechanically correct as possible, with minimal interference. Our footwear lets people run naturally. Run Real is our philosophy and we stand by it.
15.25
CM EVA MIDSOLE CM EVA MIDSOLE - RECESSED
R6.0 JEWEL HEEL TECH LOGO INSERT 300% SCALE TRANSPARENT TPR WITH COLOR LOGO AND REAR PAINTED
JEWEL HEEL LOGO INSERT 300% SCALE TRANSPARENT TPR WITH COLOR LOGO AND REAR PAINTED
HEEL
67.5
CM EVA MIDSOLE - PAINTED DETAIL RB OUTSOLE - BASE SURFACE RB OUTSOLE - RECESSED
CURVE AS REQUIRED TO FIT LAST
CURVE AS REQUIRED TO FIT LAST
CURVE AS REQUIRED TO FIT LAST 3.0
4.0
2.0
3.0
PROJECT DATE DRAWN CHECKED
1.0 R1.0 TYP
08
2.0 R19.0
5.0 5.0
R0.5
1.0
2.0
SEC B-B
R1.0
4.0
4.0
R19.0
R25.0
R2.5
2.0 4.0 2.0 SEC C-C
5.0
R35.0
R40.0
4.0
3.5 4.5 SEC D-D
5.0
R40.0
LAST SIZE FTY
R2.5
2.0 SEC c1-c2
RIGHT SCALE 50%
SCALE DIMENSIONS DRAWING FILE REV
SKORA R03 OUTSOLE 18-04-14 R. Kuchinsky RFL02 M9 / 42 1:1 mm 1 OF 2 SKORA_R03_Outsole_design_13.ai -
The Bentley of Barefoot Running Shoes...
The SKORA project involved complete brand identity design (logo, patterns, colors, tagline) as well as all packaging and product graphics.
”
06
Graphics & Marketing Brand Communication
02
07
09
Responsible for all external communications — to consumers as well as customers and trade, a variety of visual communication tools are developed. These include ads, catalogs, website design, direct mail, trade show booth design, technical and press release copy-writing, as well as photography Creative Direction/coordination. 1 800 401 2231
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SHIPPING! TO THE
US
SHOP. WHO? WHY? WHAT? BLOG. + Asymmetric lacing is designed to better fit your foot shape. This means less hot spots, blisters and better comfort.
+
+
PHASE —
NO COMPROMISE,
NO MIDSOLE
+
INNOVATIVE UNIBODY IBR OUTSOLE PROVIDES LIGHTWEIGHT CUSHIONING, DYNAMIC FLEXIBILITY AND UNCOMPROMISING PERFORMANCE. LEARN MORE
It’s the little details that matter. Stitch-down construction means there are less seams on the inside of the shoe. This allows for seamless comfort with out with out socks, with or without the insole. Read more about this and other great technical details.
LEARN THE 3RS.
STITCH-DOWN CONSTRUCTION.
REAL RUNNING REMINDERS.
LESS SEAMS. MORE COMFORT.
FEATURED
TOP OF PAGE
SKORA Running @skoraRunning RT @BarefootAngieB: Eat more veggies, move more, give some love. #health #happiness 2h ago Reply Retweet Favorite SKORA Running @skoraRunning Making more of an effort to run in the mornings...totally worth it :) #runreal 5h ago Reply Retweet Favorite
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For all general questions and order inquires -
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Toll Free US/CAN +1 800 401 2231
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Direct/International +1 503 847 9040
Media Login Partner Login
Terms and Conditions Privacy Policy
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03
04
04
www.directivecollective.com
11
Studio Services Guide & Selected Works
Your Email
12
Monday-Friday 9:00am - 5:00pm PST © 2013 SKORA, Inc.
Become a Retailer
01 Packaging and Graphics 02 Inner Box 03 Design Inspiration Board 04 TEMPO Design Concept Sketches 05 R03 Injected EVA Outsole 06 Stainless Steel Slatwall Shelf 07 TEMPO Last Tape up and First Pullover 08 R03 Technical Drawing 09 R03 Prototype and Model 10 Website Design 11 Model Photography Creative Direction 12 SS15 TEMPO
The Directive Collective +1 647 802 3472
05
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COMMUNICATIONS / GRAPHICS & MARKETING
DEVELOPMENT / TECHNICAL DESIGN
Development
Footwear Development, technical specifications, production liaison. Development concerns the realization of a product concept and includes production-ready technical drawings, specifications and prototype review. Footwear Development encompasses all aspects of taking a product concept to production; specifications, technical drawing packages, prototype development and review with suppliers in Asia, technical product solutions, production review and confirmation.
01 SKORA PHASE Last Tape-Up 02 SKORA BASE Pattern 03 SKORA R01 Components 04 Royal Elastics Specifications 05 hummel 9.1 Technical Development 06 Etonic Minado Outsole Technical Drawing
ELASTIC, ENSURE TIGHT ON UPPER WHEN LASTED
7
REVERSE SEAM WITH ZIG ZAG STITCH LEATHER UNDERLAY
2
HEEL WEBBING
9
LEATHER OVERLAY WITH GRADIENT PERF
01
NOTE NO HEEL COUNTER REINFORCEMENT
2
VELCRO, SPECIAL 6 FLAT KIND LEATHER PULL TAB 5
1
35MM ELASTIC, ENSURE TIGHT ON UPPER WHEN ATTACHED TO VELCRO
Visual communication of brand and product concepts, packaging, hangtags, sales tools and retail graphics. Graphic design services help communicate the product and brand to the consumer by effectively positioning the product for retail sales.
8MM COLLAR FOAM INSIDE SOCK AIRMESH AND LYCRA LINING SEE SOCK PATTERN
10
With extensive experience in production factories and interaction with key suppliers, the development process includes; last development and measurement, sizing and fit standards, pattern/colorway review, photo/sales samples coordination, prototype and production tooling as well as costing and material specification.
Graphics & Marketing
Graphic Design and Illustration services take the product to the next level. Tuned to manage the entire sales/consumer experience, we can deliver all product graphics, packaging, POS, catalog and accessory branding and communication to ensure that the whole is greater than the sum of its parts.
3M HF WELD 8
ELASTIC, INSIDE UPPER 7
01 SKORA Trade Show Booth Design 02 hummel PIO Packaging 03 Knowledge Cotton Apparel Academy Book Illustration and Graphic Design 04 Illustration - GE Research Center 05 Power POS 06 SKORA SS12 Catalog 07 hummel Technology Logos and Matrix 08 Power Finger Football Illustration 09 Power Quantum ION POS Illustration and Design
REVERSE SEAM WITH SERGE STITCH IN AIRMESH
4 1
THRU HOLE WITH TPR MICROINJECT. TECH DWG TBD.
FULL INNER SOCK, AIRMESH WITH LYCRA LINING REVERSE SEAM TO COLLAR LINING/ LYCRA LINING
ADD SINGLE 8MM DIAM. 3 HOLE WITH COLOR PU UNDERLAY
8
3M HF WELD
MM29
01
.723
NYLON HARDWARE 4
2
35MM ELASTIC, ENSURE TIGHT ON UPPER WHEN ATTACHED TO VELCRO
E
LEATHER UNDERLAY
4
1
4
02
1
FULL INNER SOCK, AIRMESH WITH LYCRA LINING REVERSE SEAM TO COLLAR LINING/ LYCRA LINING
PET*
NYLON HARDWARE
FULL INNER SOCK, AIRMESH WITH LYCRA LINING REVERSE SEAM TO COLLAR LINING/ LYCRA LINING
20 CM 30 CM
Curved Surface
POLY ETHYLENE TEREPHTHALATE
2
2
Ø 25.0
a
PET IS POLYETHYLENE TEREPHTHALATE, A TYPE OF PLASTIC DERIVED FROM PETROLEUM USED TO MAKE SOFT DRINK BOTTLES. USING RECYCLED PET BOTTLES, WE CREATE PET POLYESTER. POLYESTER IS VERY RESILIENT, QUICK DRYING, AND IS EASY TO WASH WHILE KEEPING ITS SHAPE.
LEATHER OVERLAY WITH 3M SCREEN PRINT
3M SCREEN PRINT 2.0
05 Raw Fabric
12MM NYLON WEBBING 6.0
2 COLOR TPR JEWEL LOGO (PAINTED FROM INSIDE)
LOGO PAINTED FROM INSIDE
NEOPRENE SOCK (GRAPHICS TBD) WITH LYCRA BINDING
a TOP
SIDE
sec a-a
TONGUE LOGO DETAIL (50% SIZE)
LEATHER OR SYNTHETIC WITH EXTRA LARGE PERF Ø3MM, 6MM CENTER SPACING
Translucent Blue Acrylic
Did you know? In the USA, 2.5 Million bottles are tossed out every hour!
12MM NYLON WEBBING 02 Shredding Machine
04 Yarn Spinning
25 MM ELASTIC
Feature Shoe Placement Stainless Steel Side Panels 01 Recycled PET Bottles
SCREEN PRINTED AROUND EDGE
NICKEL HARDWARE
NEOPRENE SOCK (GRAPHICS TBD)
TPR MICROINJECTION STRAP PULL
06 Sewing into Apparel
Transparent Acrylic
SCREEN PRINTED AROUND EDGE
01
12MM NYLON WEBBING
100% RECYCLED PET BOTTLES
Metal Shoe Support Pegs
Cutting and sewing is done at 06 the garment factory. The PET
Changeable Back Graphics 02
Bottles are cut into small flakes.
03
PET flakes are made into pellets. By using recycled Polyester vs. virgin Polyester the CO2 emission from production process is reduced by 75 %
Transparent Acrylic Changeable Graphic Panel
Changeable Graphic Panel
stable or filament yarn.
TPR MICROINJECTION TONGUE LOGO (SEE TECH DWG)
Inside Can be Filled with- Tennis Balls - Soil - Grass, - Shoe Parts, etc.
yarn is now woven into raw 05 The PET fabrics.
07 Finished Apparel
6
03
04
05 FOLDED EDGE ON PERF UPPER OVERLAY
02 A
PARTING LINE BETWEEN TOP AND BOTTOM EVA COMPONENTS
43.5
E ER E RE RD UR DU
LOGO RECESSED 1.0 DETAIL RECESSED 1.0
BOTTOM LOADED RCS
BOTTOM (RIGHT)
06
www.directivecollective.com
3.0
SEC B-B
hGRIP hGRIP is grip. Using traction elements specifically designed to enhance maneuverability and control, hGIRP maximizes performance by controlling surface contact and response.
Ordinary leathers take over 24 hours to dry and are usually hard and prone to cracking. WR100X® leather dries in around 6 hours, and is as soft and supple as on the first wearing.
INSIDE CURVE AS REQUIRED TO FIT LAST
TOP LOADED SKELETALIZED RCS
MEDIAL
SEC C-C
SKU
R01-001M01
R01-001M02
COLOR
BLUE/WHITE/BLACK
SILVER/GREY/BLACK
SIZE (US MENS)
8 — 12
8 — 12
WEIGHT
7.9 oz / 225 g
7.9 oz / 225 g
IS! GCORN LAACOTPAMPTORAS
INSIDE CURVE AS REQUIRED TO FIT LAST
DE ZA WER PO
HIGHER DENSITY MEDIAL POST (CO MOLDED WITH EVA IN MOLD) TPU DRP
MEDIAL SIDEWALL LINES TYP. RAISED 0.5 TPU DRP HIGHER DENSITY MEDIAL POST (CO MOLDED WITH EVA IN MOLD)
TPU SHANK WITH 1.0 RAISED LINES
TPU SHANK
R01-001
- REALFIT™ last - Full Sockfit - High tensile stretch upper - Nylon X-strap system - Elastic heel strap - Reflective details - 4mm Ortholite® sockliner - High abrasion rubber - Zero-drop construction - 9mm Forefoot/heel stack height
48.5
SEC A-A
MEDIAL SIDEWALL LINES TYP. RAISED 0.5
2.0 5.0
hTCS hummel Temperature Control System. hTCS footwear construction uses select material and construction methods for increased breatheability and thermal property management.
BASE
0.5
48.5
R1.0
DYNAsymm DYNAsymm. Created to support natural active motion, DYNAsymm is engineered to balance dynamic asymmetrical forces for improved stability and performance.
SS12 2.0
48.5
RAISED DETAIL LINES 0.5
07
3Di 3DI. Dispertion, Diffusion, Direction. Unique dual density midsole design and material Disperses shock on foot-strike while Diffusing impact and managing energy Direction. Improved comfort and responsiveness.
D
LOGO RAISED 0.5 AND PAINTED
06
FORM also features upper and lining leather that has been tanned using the WR100X® process. This unique process has been specially engineered to offer improved permanent water resistance properties. Although water is prevented from getting in, WR100X® leather is still breathable and will allow perspiration and air to pass through the fiber structure, keeping the foot cool and comfortable. As every fiber of the leather is coated, no additional conditioning is required.
DURIUM DURIUM. Using high quality materials and reinforced components we create products that last. Designed with durability in mind, hummel teamsports footwear encourages maximum performance without compromise.
MEDIAL SIDEWALL LINES TYP. RAISED 0.5
BOTTOM LOADED RCS
A
3.0
®
hmlFIT
TPU DRP EDGE RAISED FROM SURFACE OF EVA 1.0
24.0
CONCAVE FLEX GROOVE (EVA) 1.5
INSIDE CURVE AS REQUIRED TO FIT LAST
hmlFIT
hmlFIT. Created through close collaboration with professional athletes and technicians, hmlFIT encourages a tuned performance fit focused on comfort, balance and protection.
46.5
TPU DRP RECSSED FLEX GROOVE 2.0
LATERAL
SUPERIOR SWEAT RESISTANCE PERFECT SOFTNESS
Throughout its 185 year history, Pittards® has been at the forefront of leather tanning and raw material procurement. Known for extremely high standards and quality products, Pittards PLC is a premium supplier of high performance leather to the world’s leading brands of gloves, shoes, luxury leathergoods and sports equipment.
PARTING LINE BETWEEN TOP AND BOTTOM EVA COMPONENTS
REAR PRINTED PVC BUBBLE LOGO WITH FOAM CONCAVE FLEX GROOVE (EVA)
D
7.0
Raised Top Bumps Increased biofeedback and foot feel
RECESSED TYP. 2.0
RCS
PAINTED AND RECESSED DETAIL 1.0 DEEP X 2.0 WIDE
Minimal Cushioning 4MM nominal thickness
PITTARDS
TOP EVA COMPONENT
RECESSED TYP. 1.0
E EV V
TPU DRP EDGE RECESSED 1.0 FROM SURFACE OF EVA
HIGH ABRASION RESISTANCE PERMANENT WATER RESISTANCE
TPU SHANK
COLORDAM RECESSED TYP. 1.0
Ortholite® Sockliner Anti-microbial and breathable
The Upper material used on FORM is Pittards® Armor-Tan® WR100X® Goat Skin Leather. Because of the fiber structure unique to Goat Leather (compared to Cow and other types), the leather is naturally more durable and breathable. The unique Armor-Tan® treatment uses microscopic ceramic coatings on the individual leather fibers to enhance abrasion resistance and durability of the leather. High-performance Pittards Armor-Tan® WR100X® leather provides -
C
TPU SHANK WITH 1.0 RAISED LINES BOTTOM EVA COMPONENT
Zero Drop 5MM midsole nominal thickness
TOP EVA COMPONENT
LOGO REAR PAINTED
C
VAMP
HIGHER DENSITY MEDIAL POST
Concave Forefoot Matches natural foot shape
Wide Toebox Allows toes to spread for comfort Natural Bottom Profile Anatomically correct fit Generous Heel Cuboid Anatomically correct fit
HIGHER DENSITY MEDIAL POST (CO MOLDED WITH EVA IN MOLD) 45 DEGREES ANGLE IN FRONT, 62 DEGREES AT REAR
INSIDE CURVE AS REQUIRED TO FIT LAST
COUNTER
TYP. 3.0
QUARTER
TYP. 2.0
TPU SHANK
TOP EVA COMPONENT
CNTR
2.0
BOTTOM EVA COMPONENT
VAMP
BOTTOM EVA COMPONENT
Curved Heel/Forefoot Allows natural motion
Curved Last Bottom Edges Matches the natural foot shape
TOPLOADED RCS
2.0
High Abrasion Rubber Durable and high density
Generous Ball Girth Matches the foot for comfort
CONVEX FLEX GROOVE (EVA) SAWTOOTH TREAD PATTERN MAX HEIGHT 2.0 TYP. 2.0
UPPER
Anatomical Flex Grooves Allows natural movement
27.7 5.0
Concave Forefoot Matches natural foot shape
LINING
Low Profile Tread 4MM nominal rubber thickness
Natural Arch Shape Matches the foot shape Zero Drop No heel stack increase
2.0
14.0
MIDSOLE
SOCKLNR
COLORDAMS AROUND ALL LUGS 1.0 WIDE X 1.0 DEEP
CONCAVE FLEX GROOVE (EVA) PARTING LINE BETWEEN TOP AND BOTTOM EVA COMPONENTS
WWW.SKORARUNNING.COM
R01 SYSTEM
MIDSOLE
DETAIL LINES RAISED TYP. 0.5
At SKORA we view Real Running as running how nature intended. As the foot strikes the ground, contact is made in the midfoot/forefoot at the ball of the foot. Compared to running in conventional running shoes (that favor a heel strike supported by large amounts of cushioning, support and a thicker heel), there is less impact energy and force shock transmitted through the body through the bones.
ANATOMICAL LAST
B
3.0
1.5
FIT
TOP LOADED RCS
CONCAVE FLEX GROOVE (EVA)
At SKORA, we reject the terms “minimal”, “natural”, or “barefoot-style” when it comes to running. We believe there is only one way to run that respects our bodies — simply put, it is Real Running. Nothing more, nothing less.
REALFIT
RAISED AND PAINTED DETAIL 1.0 HIGH X 2.0 WIDE
R1.0
CONCAVE FLEX GROOVE (EVA)
27.7 TOP LOADED RCS WITH RECESSED 1.0 LOGO
LINING
OUTSOLE
CONVEX FLEX GROOVE (EVA)
B
PADDING
OUTSOLE
RECESSED TYP. 1.0
SHELL
There is indeed now a movement towards products that encourage more natural running form. Some call it “barefoot”, “minimal” or “natural” or “free”. If you look closely however, you will find most of these products are little different than the running shoes built and sold with “advanced technical features” for years. “Natural” shoes that have thick heels and TPU shanks? Proprietary technical cushioning systems? Doesn’t sound so “natural”, does it?
SKORA INC. 2505 SE 11TH AVE., SUITE 313, PORTLAND, OR 97202 TOLL FREE US/CAN +1 800 401 2231
COLORDAM 1.0 WIDE X 1.0 DEEP
05
GRIP
Run Real is more than a statement, it is a way of conducting business. We believe that runners are smarter than most brands give them credit for. We are free-thinking and challenge conventional wisdom. We believe in common sense, rational principles and challenging the status-quo.
RAISED DETAIL LINES TYP. 0.5
For years, we have been sold technology that is supposed to make the running process better than nature has intended. Despite the millions of marketing dollars spent, and countless studies, there has yet to be any conclusive proof that bags of air, gel, shock absorbers or fancy support systems work or decrease instance of injury. In fact, there are many studies that show the opposite.
SUPPORT
At SKORA,, we look at things differently. We believe that running shoes should be built to encourage running performance that is as biomechanically correct as possible, with minimal interference. Our footwear lets people run naturally. Run Real is our philosophy and we stand by it.
04
Power Athletics Ltd | Latam Retail | v01 April 10, 2009 DURABILITY
SKORA is a new company with new vision and philosophy. This means that we can do things differently and are not in a position of trying to undo all the marketing and design practices that are the foundation of conventional athletic brands and products.
42.5
The Directive Collective
PAINTED AND RECESSED DETAIL 1.0 DEEP X 2.0 WIDE
WHO? WHY?
6/16/11 11:47:02 AM
BREATHEABILITY
42.5
14-12-09
KCA_Academy_design_02.indd 6
STABILITY
Royal Elastics SS 2011 “J-Cheezy” Final Design
42.5
Solid Base
03
CUSHIONING
NOTE: NOT STITCHED TO SOCK AROUND COLLAR/THROAT
133 CM
jacket now takes shape!
the production process 04 Through the Polyester fibre is spun into a
Poly Ethylene Terephthalate
NEOPRENE SOCK (GRAPHICS TBD)
03 PET Pellets
Plastic bottles are collected from land fills. It takes 500 years for a PET bottle to decompose if not recycled.
1.5
24.0
SEC D-D
VISITA WWW.POWERFOOTWEAR.COM Y REGÍSTRATE EN LA COMPETENCIA INTERNACIONAL DE FÚTBOL DEDOS DE POWER
06
08
5.0 1.0 2.0
Studio Services Guide & Selected Works
09
The Directive Collective +1 647 802 3472
FORM R01-002
- REALFIT™ last - Pittards® Armor-Tan® Goat upper - Pittards® WR100X® Sheepskin lining - Asymmetrical lacing - Anti-slip microfiber heelpad - No-tongue design
07
THE DIRECTIVE COLLECTIVE / ABOUT It’s easy to think a creative project is all about meeting design, time, budget and market needs. But there’s more. All projects play an important role in the strategic direction of a brand, company or product. Not just product design. Not just giving “creative direction” for others to do the work, but being creatively involved in all aspects of the product to focus the direction of the brand. This is The Directive Collective.
About
Richard Kuchinsky
Awards
Richard Kuchinsky is the Principal, Owner and Directive Creator of The Directive Collective.
2013 Core77 Design Awards Notable, SKORA CORE 2013 Gear Junkie OR Show Best in Show, SKORA Phase-X 2013 ISPO BrandNew Finalist, SKORA SS13 Collection 2011 FPO (For Print Only) Award Winner, Letterpress 2007 Volvo SportsDesign AWARD Nominee, Personal Design, at ISPO, for hummel 8.4 PIO FGX 2006 Silver Papyrus Award for hummel 2007 Football Catalog design/printing 2005 Nominee for Footwear Collection of the Year, Global Sportstyle Award, ISPO 05 2005 Nominee for Designer of the Year, Global Sportstyle Awards, ISPO 05 2001 LG Electronics Design Competition, Honorable Mention, connecTOUCH 2001 Life By Design Competition sponsored by Dupont Canada, Finalist, THIN Kettle
Directive Creator
Unlike most footwear design consultants that only provide raw design, The Directive Collective offers integrated product and brand design services. Because of our unique integrated approach to design, branding and development, our workflow can maximize the efficiency of resources to deliver a comprehensive package of results in minimal time. We work with our clients to learn, understand and develop their brands through a strategic creative process. From initial strategic planning consultation to final specifications, the most important driver in our work is the development of a cohesive, branded approach. A full selection of services are available either as a custom package or individually, depending on the specific client and project needs. What makes The Directive Collective unique, is the integrated and strategic approach to all aspects of the product creation process. While many design offices have a set menu of services or pre-packaged solutions, we prefer to carefully craft a bespoke approach for each client to keep projects focused on key goals and targets. From start-up brand to multinational sportswear giant, we custom tailor each project brief to provide a balance of creative and strategic services that is in keeping with the focus and direction of the brand and individual project. Working in tandem with existing in-house resources, suppliers and product lines, The Directive Collective will ensure a smooth product integration and handoff of final deliverables and samples.
With an extensive experience of over 15 years in the footwear industry and a cummulative total of more than 750 days in Asia, he has driven the creative design and development process focused on integrated branding and innovation.
“
Viewed holistically, our services are designed to overlap and compliment your needs to provide a seamless workflow.
”
We can also develop brands from the ground up, establishing new business, creative, and positioning strategies and product. For each unique problem there is an unique solution. The Directive Collective is based in Toronto, Canada and works with an international selection of clients, colleagues and suppliers. The Directive Collective 31 Brock Avenue Studio Nº 106 Toronto, Ontario M6K 2K9 Canada info@directivecollective.com +1 647 802 3472 www.directivecollective.com
Most recently, Richard was Footwear Department Manager for hummel International A/S based in Aarhus Denmark and is credited with developing the Footwear Product DNA Strategy and company-wide “Character” concept. www.hummel.dk Richard is also the creator of First Pullover, a footwear resource blog offering a unique insight and perspective to the design and development process from footwear concept to production. www.firstpullover.com Richard is also highly involved in design education and advocacy, lecturing and leading workshops on design practice, innovation and strategy. He is currently a contributor, mentor and moderator at Core77. Richard was previously the Chair for the National Design Collections Committee. Richard believes that good design does not exist in a contextual vacuum, but rather, it is the personality of the brand that serves as the foundation for the emotional relationship between object and owner. Richard is avid Marathoner and trail runner.
Honors & Mentions
Press ARENA Homme+ GQ FHM Euroman M! Mann Sportsfan YRB SneakerMarmalade Wired Popular Mechanics Men’s Health Footwear Insight Running Insight
Luxist.com Trendhunter.com Coolhunting.com 7inch.dk Core77 Studio Bullits Core77 blog Businessweek Innovation Hypebeast.com Competitor.com notcot.org Core77.com Gear Junkie SGI Intelligence SGB Weekly
Featured Clients Easton Sports USA EPM Exhibits for GE Research Center USA Etonic USA hummel Denmark Knowledge Cotton Apparel Denmark mashii Saudi Arabia miix Canad Pelé UK Power Athletics Canada Proper Course & Co. USA Rome Snowboards USA Royal Elastics USA SKORA USA Spira USA Umbro UK
08
www.directivecollective.com
Studio Services Guide & Selected Works