UNDER ARMOUR SONIC 7
PREDEVELOPMENT PROJECT
The Sonic franchise was in need of a modern facelift. The team wanted to use this opportunity of updating the aesthetic to also update the biomechanics of this product.
In the end we were able to create one of the best running experiences the brand had to offer at that time. We did this in part by making drastic changes to the heel geometry and pushing for the use of a new midsole compound.
In the end we were able to create one of the best running experiences the brand had to offer at that time. We did this in part by making drastic changes to the heel geometry and pushing for the use of a new midsole compound.
The product had been under threat of being cancelled, a lack of marketing budget, among other challenges and the team was able to fight past all of those obstacles and release a product that both performed great but is also a highly approachable and versatile product. At this pricepoint ($110 USD) the Sonic 7 offers a ton of value including a super critical midsole.
The aesthetic isn't exactly what I would have liked (personal taste), but despite that I'm very proud of the immediate team but also the product itself.
The aesthetic isn't exactly what I would have liked (personal taste), but despite that I'm very proud of the immediate team but also the product itself.
Special thanks to Dewey Sheehan, Jonathan Hutnyan, and every one of the 300+ pairs of hands that were involved with this product from start to finish.
CONCEPT PIVOT AND REDESIGN V2 BASED ON CHANGING BUSINESS NEEDS
CONCEPT PIVOT AND REDESIGN V2 BASED ON CHANGING BUSINESS NEEDS
