We are Buoy - a group of four students from four different disciplines - and Adidas came to us to solve their problem. Throughout our extensive research, we found that most consumers are not aware of Adidas’ commitment to sustainable innovation. To solve this, these are our three innovative & sustainable solutions. As a graphic design, my main job was to brand each product and design a book in order to show the process from beginning to end - problem, research, ideation, and prototyping.
buoy products
SAVE YOUR CITY. WEAR YOUR CITY.
Donate items
PHX Get discount
LA Receive city shoe
NYC
empowering & educating customers through transparency
choose where to donate items
reclaimed plastic ocean net
learn about sustainability
G E T I N TO U CH W I T H YO U R S O L E
CA M ERA SYSTEMS
P RESSU RE PLATE
JO I N I N G HAR D WA R E
book spreads
1883
1920
1980s
Jan Matzeliger patents lasting
Adi Dassler makes first spike shoes
Chuck Taylors (otherwise known as
machine and begins the first U.S.
for track and field and in ensuing
Converse All Stars - created in 1917)
mass production of shoes
years founds Adidas and leads the
see the transition of sneakers to
development of high-performance
being everyday wear and a rebellion
specific-to-sport shoes
against social conformity
we are lifesavers era analysis
NICK GOIN
PAULINA DAVISON
Management & Finance
Computer Systems Engineering
Born and raised in Phoenix, I always knew I
Being a Computer Systems Engineer, I have
wanted to be a Sun Devil. When I am not, I’m
experience in embedded systems and
working or spending my time by hanging out
cybersecurity. I like to consider problems from
friends or going to the gym. Sundays are my
multiple perspectives and work with dynamic
favorite day of the week because it means that I
systems and processes. My favorite sport is soccer,
get to watch NFL football all day long.
but I also love to dance, run, and hike.
ALLISON GARDINER
NICK CYR
1906 William Riley founds New Balance and develops shoes with arch support for people whose jobs require them to spend a lot of time standing
Industrial Design
I have a passion for good design and I’m
At this point in time, the relationship between
1972
2000s
Phil Knight and Bill Bowerman
Nike+, Adidas SpeedCell, and
always looking to refine and better existing
design and sustainability is more imperative than
found Nike, designing shoe with
Under Armour SpeedForm make
things in a creative way. Other than design,
ever. I aim to use my knowledge of design thinking
waffle iron sole for traction
use of sensors in shoes to collect
I enjoy playing sports, especially baseball and
and passion for the environment to create a future
softball, and I love a good joke.
that every person can be invested in.
performance data for athletes
22
Graphic Design
UNDERSTANDING THE TECHNOLOGY
23
5
Proprietary experience (unique and novel) only at adidas \ Buy back program in store \ Environmental tax that is voided when shoes are returned to store + discount \ Carrot stick approach \ Behavior benefit stories. If you donate your..., then this will happen... and...these people will benefit \ Exclusive products/content for people who participate in sustainability initiatives \ Access to products that they could not otherwise get (limited or special editions) \ Leaderboard (bragging rights), Based on which community/city/school recycles the most \ Carbon neutral shoes (black card) \ Race event sponsor (trade in at the end of the race) \ Closed loop exchange \ Suggest ways to reuse on the tag \ Make it personal. Connect sustainability to you and your family \ Similar to patagonia’s advertising: “do not buy these jeans” \ Shame campaign \ Competition (team recycling) \ Bins at gyms and store fronts \ Easy access (super important) \ Lots of places to take them \ Number for returning it and given reward based on post \ App that tells how to recycle items \ Money back when you buy specific items to take them back. Membership card to keep track of most sustainable purchases \ Cash back. For plastic water bottles and glass \ Carbon score on products, next to price tag \ Green tags or different packaging for items that have been made with recycled items - modular shoes with specific parts for specific purposes \ Education campaign workshop at an adidas store location \ Community partner shop \ Have consumers be able to track what happens to their product and see how it is repurposed \ Tell A Story Shoe: where, how, what it is made and where it goes \ Adidas making shoe boxes that you can send back to recycle shoe with postage prepaid \ Have big events where people can turn in products \ At time of purchase, inform customers about how to donate / recycle their products \ Coupon \ Access to opportunities like free inclusion in a 5K \ Rewards programs - donate and get a coupon \ Connecting to a non profit, Donating to something that people know or can see results with), Adidas becomes corporate sponsor of Effective Altruism \ Have their old product be made into something new \ Adidas partners with Uber for packages. Somebody picks up/returns shoes for you. \ 3d printed shoes (personalized) \ Adidas socks that measure dimensions of your foot. Socks create a shoe profile for you. \ Hold your foot up to camera on your computer, Adidas program scans your foot. Real pictures (integrity). \ Upload pic/try on pants to know what option would fit your body best \ Walk on treadmill at home that measures your walking performance, upload measurements to Adidas program, custom shoe is created \ Bring the store to the court \ When ASU student gets ticket, ASU sends you notification on what to wear. Show your ticket at ASU bookstore to get discount on item \ Better way to navigate store to find things based on your foot \ Being able to figure out what apparel fits. Shirt that can be many shirts and we somehow modify it (tape, heat clip) to try on one of the shirts. \ Checkout a pair of shoes (can return with XX days after trying them) \ Warby Parker model (sends apparel for free, mail back what you don’t like…) \ Search by specific preferences (width, toe, range, arch) 1. Adidas sponsored event on university campuses. (Tailgates for sports events, sports competitions, concerts, giveaways, silent auctions, where proceeds go to charities) \ Adidas store event --trade in your old shoes to a recycling program \ Way to have the shoes involve you with the sports game (Light up shoes react when players score) \ Pin location on an online map to see all the other users \ Donating and choosing where donations go \ Adidas maps your city \ Join popular running routes in your city, meet new people \ Shoes giving you information about a game if you aren’t present \ Pacman game/Pokemon Go like game for Adidas with athletes \ Team competitions that involve shoes \ Signs in progressing paths with different motivational phrases \ App similar to Pokemon Go. Collect pro athletes sponsored by Adidas in app. Visit places in real world to battle against other people’s in app athletes. Pacman game can be integrated with it. \ Specific Adidas branded pick up vehicles - to take old apparel \ Amazon shopping trucks - mobile store/recycle vehicle gathery place \ Adidas Park - extras for Adidas users \ Send your shoes back for money off \ Make the box or packaging reusable \ Mobile app for style assistant in store - comes with you as you shop \ Kiosks in stores to lookup items by style or fit \ Donations go 20 miles away or less \ Partner with municipal recycling or waste company \ Pay it forward truck, donate, and go to needy community \ Client facing products all branded with city logos or icons \ In/out shopping box - reusable \ Recycle shoebox and give back to store before you leave \ Have the materials from recycled products be reused for local purposes (example: materials for parks, community centers, homeless shelters) \ City specific shoe with partnership with city (proceeds go to…) \ Community becomes workers for the sport place, made with recycled apparel \ City specific shoe - post consumer waste shoe, your donation-your shoe \ Seeds in boxes depending on city (what
In order to understand users and other
would grow there, non-invasive) \ CIty facts on boxes (adidas & airbnb?) \ Adidas pairs/partners with local packing companies or designers \ Locally made packaging, create jobs \ Make more exercise spaces - people can donate their backyard/land improve it if helpful \ Old & young people go shopping together for shoes - like some sort of storytelling experience \ Pay-it-forward:
stakeholders, we conducted a number of
free slightly worn or repaired forward to give other people shoes, paying for those who can’t pay \ Drop-off/pick-up locations - eliminating the middle person. (Shoe vending machine?) \ Company culture competition: challenge local companies/employees to compete with each other or exercise, recycle, etc. \ Just get rid of it. Buy and take home without anything \ Buy with the intent
surveys and interviews, made observations in
of wearing out of the store \ Shoe Trade Program - Every pair of shoes you bring, you get store credit for something else \ Program that collects art to put on box \ Make packaging material useful \ Cashier holds onto the box, never changes how many boxes are in the store \ Have the option to take the packaging \ Contest to see who recycles the most shoe packaging \ Shoe box
an actual Adidas store, and analyzed peoples
that unfolds \ Shoe box melts in water \ Spray on shoes \ Instead of pallets and boxes use racks to transport internally \ Ship as parts plus custom shoes are put together when at store \ More durable laces that don’t break \ Foldable shoes (minimizes space the shoes take up) \ Packaging is part of the shoe, rip it off when ready to wear \ Make shoes last longer \ Have packaging match launched product lines (material, style, shape) \ Localized distribution centers (no packaging) \ Grow shoes out of the ground \ Shoes that keep shape when smashed, so no packaging needed inside of shoe \ Use shoe packaging to create new product \ Customized shoe box that you want to keep \ Shoe box turns into display case \ Sell shoes in reusable athletic bag \
purchasing and donating habits. We were able
Shoebox that doubles as a backpack or sports bag \ How do we create less packaging overall in shipping, etc.? \ Each of the box’s side is a different toy model line (punch out/cut out; folds into design) \ Incentivize customers to reuse packaging and share their ideas of how they used it for discounts \ Box made from old soccer balls or specific equipment that would have been
to gain many different insights when specific
“
thrown out \ Shoe box becomes a toy for children \ Put old shoes in new shoe box to ship \ Take back boxes at point of sale \ Recycling program in store that collects shoe box and can redeem for points \ Modular shoes that can be assembled/disassembled easily and recycled properly \ Have customers walk out of store wearing new shoes and donate old shoes \ Do away with
answers were given from users and non-users
shoe boxes 100% in retail \ 3D Scanning to find the best shoe or apparel for you \ Something that holds the shoe toe out but can be used for another purpose \ Use bags instead of boxes \ OEM Packaging \ Cloth bags that go around shoes \ Biodegradable packaging box \ Composable shoe box \ Put shoes in woven bags, not cardboard \ Package shoes in biodegradable boxes \
of Adidas products. One thing that stood out
Don’t use retail packaging. Let shoes display themselves \ Vacuum pack seal the shoe \ Put shoe in air bubble \ Reusable shoe box. NFC - converts to shoes and keeps data \ Replace plastic with something else \ Replace paper with reusable packaging \ Convert older products into packaging \ Artwork or person on paper \ Collectible shoe boxes \ Customers can donate materials back to adidas and get credit toward next pair of shoes \ Shoebox that unfolds into art piece \ Make packaging assorted and customizable \ Program where customers get to choose which box they keep and its properties \ Send back box for coupons \ Stuff shoe with foam (sustainable) instead of tissue \ Grow a garden with the packaging \. Old shoes recycled to create protective
among others was the fact that many people
I always find when I go to the store they do not have the same shoes or size that I need, so I end up ordering online. But
packaging for shoes \. Shoe-bag box \ Packaging that dissolves in water, Water soluble plastic (hot water only) \ Flat-pack shoes \ Reuse a box, give back boxes \ Bring your own bag program (get bonus points) \ Biodegradable shoe boxes \ Use shoe box to send in old shoes \ Steam forming shoes \ Get rid of shoe boxes and have barcodes on the shoes themselves \ Shipping crate
did not know of Adidas’ efforts in sustainability.
that can be replaced with crate in store \ Build A Shoe workshop in store \ Buy shoes in adidas store 3D printed so no packaging \ Construct shoes in house (IKEA) \ Manufacturing in country of purchase \ Manufacture and sell at same location \ On-the-spot shoe construction \ Magnet or some way to always keep pair of shoes together or in proximity \ In-store 3D printing \ Drone
When communicated, people responded with
delivery of shoe \ On-the-spot attachment of fabric and rubber midsole \ In-store assembly \ Blank, scannable boxes to reduce printing costs \ In n out shoes \ Don’t ship shoes in their P.O.P. display/packaging \ If customer purchases shirts or cloth items, use that to wrap shoes or times that need bubble wrap for protection \ Store keeps packaging and repurposes it \ Tupperware as shoe boxes/ Tupperware adidas partnership \ Group shoe sizes together when shipping not style (interlocking) \ Donate \ Major League gives to Minor League \ Scrap clothes \ Turn into cleaning products (rags) \ Deconstruct for reassembly into new clothes \ Accessories \ Sew recycled blankets \ Resize for charity clothes for children \ Offer refurbished shoe/sole options \ Socks \
a greater excitement about the brand.
Turn into bags \ Conversable to 3D printing material \ Analyze clothes for QA metrics \ Wear in different settings \ Arm sleeves \ Insulation Material \ Insulation for Homes \ Construction Material \ Shade structures \ Knit together to make shade/parasound(?) carpet \ Art on canvas display \ Art supplies for kids \ Clothes for pets \ Boat sails \ Turf playgrounds or tracks \ Cloth shoes \
online is sometimes hard to tell how the shoe feels and the true color. I just end up sticking with the same shoe.”
Carpeting \ Cushion for chairs (floor) \ Beach bag, shoulder bag, backpack \ Secondhand online clothing auction \ Packing material for shoes \ Put inside shoes for protection \ Hats from material \ Shelter materials (tent, etc) \ Turn into basketball hoop, soccer net, hockey net, ocean net, etc. \ Curtains, hanging structures \ Biodegradable - weave w/ seeds - plant outside \ Insulation
cortney smith
for buildings \ Infant clothes and hats for hospitals \ Water filter/purification \ Tree transplant cover \ Frost protection for plants \ Grocery bags \ Air/water filter mesh \ Backpacks \ Hammocks \ Car seats \ Use for fuel in developing areas \ Upholstery \ Medical use - bandages & slings \ Running track surface \ Patches for pants or clothes - supply to other company \ Wind power
TRIATHLETE & MOM
Cloth bags for shoes \ Symbols for mass movements \ Net to collect trash in ocean \ Boat sails \ Convert & resell \ Kites/hang glider \ Tech cases/accessories \ Dog/cat toys, beds, leashes, food packaging… \ Kit bashed - celerity shirt assemblies \ Dunnage \ Plant and produce packaging for shipping and plants \ Start a high fashion movement recycled apparel - adidas fashion show \
structures \ Collectible/keepsake \ Molding base for fiberglass \ Towels \ Athletic headband/sweatbands \ Luggage identifier \ Playground construction \ Make twine or rope \ Branded auction site \ Hammock \ Authentication platform to ID items to create apparel-market-blockchain-bio-signatures \ Artificial turf padding \ Drone parachute \ To teach people to knit/sew \ Toe straps \ Cooling filter with fan \ Zero electricity AC unit \ Sports equipment bag (bat bags) \ Shoe lace \ Hanging gardens (or indoor gardens) \ Zero electricity AC unit (maybe for outside structures or bus stops) \ Air freshener \ Vehicle filter \ Burn it for fuel \ DIY costume Database - list what you need or have and build or buy \ Candles \ Christmas scene structures \ Filter for navy ship vents \ Disaster relief \ Paper mache form \ Paper mache form \ Clothing dummies \ Punching bags \ Dress forms \ Ceiling structure/covering \ Clothing mannequins \ Med ball padding, slam 100 balls \ Modular piece can have second life to build tools (mops, cleaning products) \ Add forces to shoes, so they repel each other and float \ Use vines to keep the shoes in place \ Regenerative packaging \ Wind resistance/aerodynamic shipping \ Coconut shoe packaging; it falls when you buy it \ Fish scales (fashion or protection) \ Fruit. Packaging that encourages other animals to pick it up and deliver it \ Shells that assist with movement and other functions \ Hermit crab shells \ Spider web \ Seeds or eggs that contain nutrients for their cargo \ Products that develop inside packaging (like seeds or eggs) \ Dissolvable packaging \ Pomegranate “gel” filled for individual packaging \ Bird’s nest plus cushion \ Coconut shell protection \ Inserting seeds into shoe packaging \ Egg shaped packaging that can be buried and grows into a tree \ Socks are the shoe packaging \ Shoes in shells; crack to open \ Biodegradable packaging/dunnage \ Banana leaves/ tomales \ Packaging that can be composted \ Molting packaging \ Seaweed as string \ Kelp wrapping \ Shreddable skin \ Customized scents for multi-pronged branded \ Cocoon/banana peel \ Shells that become useful for other organisms \ Partnership between Adidas and a gym \ Clamshells that close with muscles instead of welding \ Banana shoe packaging \ Open shoe packaging like a nut \ Fish scale shoe skin \ Shoes inside of soccer ball like egg \ Banana peel unwrap \ Moss (being squishy) \ Turn shoe inside out, water proof \ Skin on shoe (apple, pear, etc) \ Spiral leaves (better for packaging, stacking) \ Shoes manufactured in store \ Tree bark scars - self healing packaging in shoes \ Willow trees where branches are attached and you reach in
26
UNDERSTANDING THE USERS & STAKEHOLDERS
27
between them \ Fish eggs \ Honeycomb shipping containers \ Peanut/sunflower seeds - protective, fitted packaging \ Lightweight, growing material that creates a protective package \ Clown fish \ Muscles that contract to close packaging and release to open \ School of fish packaging is protection when together \ Hive shaped shipping containers \ Coral-inspired container \ Caterpillar cocoon \ Educational campaign. Air quality & asthma in zip code or flood damage or heat days, etc. \ Sponsor community connection \ Program to get children involved in sustainable practices [early education] \ 2nd hand shoes to 3rd world countries [but be careful about what is given (quality) - equity] \ Shoe building workshop instruction \ Shoe destroying workshop instruction \ Campaign for sustainability literacy and job creation (what impact consumer actions have) \ Price offset for shoes that can be given to “needy” communities (e.g. title IX schools) - the weight of material you donate is calculated as a cost savings for the company and they use that cost saving to give shoes to those communities ($1/lb of shoes saved goes to the donation fund) \ Be able to visualize how the shoes are made (virtual reality visit/experience the proces of it) \ Issue/Is-shoe: every shoe donated represents one vote for the person who donated it, which they can use to propose/vote for a community issue that Adidas would help with \ If a family has an online Adidas account, they can get a discount on a family gym membership \ Gym Gym+Adidas. The time spent at the gym (or exercising) = larger discount \ Specific city/state product based on that place’s needs \ Step count gets you reward points \ Shoe -> raw material -> $ recycling -> help local community \ Shared goal project: Shoe zero with net zero carbon emissions \ Shoe celebration or information festival (which has the building/destroying shoe workshops) OR add to existing state fairs OR to ASU events \ Adidas Days - sponsored runs/sports, education, fun\ Adidas creates it’s own inter-company competition with their competitors like Nike. Consumers are involved and the prize is that the other company does some sustainability initiative of the other’s choosing. \ Adidas Sole Purpose \ Labor conditions point system for manufacturing
GRA 464: Fall 2017 Collaborative Design Development I
Students: N. Cyr, P. Davison, A. Gardiner, N. Goin Instructors: Prasad Boradkar, Craig Hedges, Rhett Trujillo