MARK SAN BUENAVENTURA

ASK /

Reignite the The North Face Ultra TR running line with a "faster", all-terrain offering, utilizing the line's 'geodesic' cable-reinforcement feature.

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CHALLENGE /

As with most runners, getting faster is the goal. Typically, the immediate deduction is to get lighter. But the Ultra line, much less The North Face brand, has a reputation of creating product that will protect you in the outdoors, whether that means providing stability on uneven terrain or protecting your toes from rocks. Balancing this paradox of lighter vs supportive/protective becomes the key value proposition. 

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PROCESS /

From personal trail racing experience and talking with the local running community I discovered a consistent theme around faster runners' natural foot strike. This entails fast leg turnover, utilization of your foot's anatomy to absorb impact, and the body's natural inclination to be in a forward-lean position (think, running vs standing), which results in a midfoot/forefoot strike. Combining this with downhill terrain, it was apparent the primary read in the main design would be focused in supporting the natural vector forces of this strike phase, and even more so the forces when bombing downhill.

 

Thorough competitive product analysis provided me with validated technical insight for design considerations. From the traction perspective, which properly engages this unique strike phase proposition in a variety of terrain, the idea of bite direction with a visual cue of forward-movement was the main driver. And for the ride, balancing long range cushioning with enough responsiveness to give you the sensation of faster leg turnover provided the reasoning behind a dual-density midsole solution.

 

To further emphasize this proposition, I needed a compelling brand muse I could bounce ideas off of that embodied the essence of this key story with whom consumers looked up to. The first person that came to mind: Tim Olson, Champion Ultrarunner for The North Face... and the brand's athlete within the Ultrarunning team with the biggest social media following. Although a professional runner with unique needs, his unbridled, yet mindful style (running and life attitude) was fitting for what this running consumer aspired towards.

 

Through several rounds of iteration working back and forth with Tim and the development team, this shoe happily resulted in a product that instills confidence to go faster on the trails without sacrificing the supportive/protective qualities consumers expect from The North Face.

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"This will definitely be my go-to shoe."

–Tim Olson

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