Merrell x saucony Collab concept
Brief
Let’s create a lifestyle footwear concept to capture the essence of the greater outdoors while drawing a dotted line back to Saucony and Merrell’s iconographies.
Brand research
Brand research
Saucony’s brand values are “Good Performance, Good Health, and Good Community.” Classic icons include the Shadow and Triumph 4.
Merrell strives for “Comfort, Durability, Design, and Versatility.” Originally innovating with the Jungle Moc, Merrell continues a leading edge with the Moab line.
Consumer
Rolita is a 34 year old photographer local to the Albuquerque, New Mexico area. She wants her footwear to express her vibrant personality and inspire her daughter’s creativity.
Rolita’s Day in the life
Rolita starts her day by sending her daughter to school. She engages in her active work of photographing the outdoors, then comes back home to pick her daughter up to take her to the aquarium. An artisan dinner is made for the family and Rolita finally decompresses by throwing pottery in her maker space.
