Once associated with multi-sport athletes and versatility the training footwear product category had become uninspired and revenues were declining. However, consumers were more conscious of health and fitness than ever before and were joining communities that enriched and inspired their lives.

We worked to develop a product construct that capitalized on this new fitness landscape. Instead of offering versatility we would seek to tap into the unique needs of each fitness community. Through deep consumer profiling we mapped communities to distinct motivations and product needs. The result was distinct product ‘silos’ anchored in core benefits and clear design expression.

The Metcon and SuperRep franchises would ignite a new phase of training footwear growth and inspire a new generation of fitness conumers.