Skateboarding is unlike other traditional sports when it comes to footwear. There has not been a design approach from the ground up aimed at the unique needs of elite performance.

We Believe...
that skateboarders should have access to innovative technology that enhances their performance at an elite level. Our vision is to amplify the level of skateboarding through innovation while staying true to its street culture.

Design goal: Energy Return
The main action of skateboarding is jumping. No shoe on the market addresses this need to jump higher and get energy returns from this action.

Protection
Cushioning and structure are key elements that protect the user against injuries such as heels bruising, rolled ankles, and impact from the board

Board Feel & Grip
Board feel is the key factor in feeling confident about how the board will react to the user's input and trust that it's in the right place to land. This comes from the upper material, thicknesses, and grippiness of the rubber outsole

Flexibility
Flexibility allows for more natural foot movements which increase stability and balance
Surge is a high-performance skateboard shoe engineered for superior performance and durability

The Surge Skateboard Performance Footwear delivers key benefits to enhance skateboarding:

Enhanced Performance: The inclusion of a P-shaped carbon plate in the midsole boosts energy return, enabling higher jumps and more effortless forward movement. This aids in performing complex tricks with ease.

Durability: Crafted with Cordura fabric, suede, and a TPU-fused toecap, along with rubber side panels, Surge shoes are built for exceptional durability, withstanding skateboarding's demands.

Grip and Stability: Featuring a Vibram Mega Grip rubber outsole, Surge ensures excellent traction and control, essential for secure landings and precise maneuvers during skateboarding.

Comfort and Flexibility: Designed for both performance and comfort, Surge shoes offer a flexible and comfortable fit, reducing the risk of discomfort or injury, suitable for extended wear and skateboarding sessions.

Project Overview

POP Shoes is an innovative skateboarding footwear brand that merges advanced engineering technology from traditional sports footwear with the unique needs of skateboarding. This project aimed to address a gap in the skateboarding market by designing a product that combines superior performance, protection, and style. Initiated by an in-depth research phase, the process involved identifying an unmet need within the skateboarding footwear sector. Over a 10-week period, the project transitioned from individual research and market analysis to collaborative team efforts, focusing on designing a product, brand, and customer experience that meet this need.

Background

Skateboarding is demanding on the feet, subjecting them to high impact, crashes, and injuries. Despite this, skateboarding footwear has not significantly evolved technically since its inception in the 1960s and 70s. Current market offerings either focus on protection at the expense of mobility and board feel, or on aesthetics and minimalism, increasing the risk of injury. This gap in the market for a product that enhances performance without sacrificing protection or aesthetics drove the foundation of our project.

Process & Research

Our comprehensive research spanned across the skateboarding footwear market and drew parallels with footwear from traditional sports such as soccer, running, tennis, and rock climbing. This blend of qualitative and quantitative research led to the development of design principles aimed at enhancing jump height, grip, and injury prevention. Throughout the project, our concepts evolved through sketching, prototyping, and material testing. Although our final product remained conceptual due to resource limitations, we also crafted a unique brand identity that harmonizes skateboarding's street culture with the high-performance ethos of traditional sports footwear.

Outcome

The culmination of our efforts was a professionally targeted pitch deck, enriched by insights and feedback from Hlynur Atlason of Atlason Studio throughout the project's lifecycle, from its inception to its conclusion.

Successes

Our project's success was largely attributed to effective teamwork and diverse expertise within our group. Utilizing Figma as our collaborative platform, we were able to seamlessly share designs, 3D models, and renders. Our brainstorming sessions further enriched our design process. Each team member brought essential skills to the project: Jacey's expertise in branding, Shun's five years of experience in footwear design, and Nigel's profound knowledge of both skateboarding and footwear design, backed by 20 years of experience, were instrumental in achieving our project goals.