Arc'teryx Norvan SV
Footwear, 2023
Synopsis
This project serves as both a technical and brand exploration. The goal was to create a trail running shoe that can perform on snow and ice, allowing runners to never compromise when and where they hit the trails.
In this project, I identified whitespace within Arc’teryx’s lineup at the time (Sept 2022). I set out to capitalize on this opportunity and create a groundbreaking (literally) new shoe that meets the technical objectives of a winterized trail runner yet stays true to Arc’teryx’s brand DNA.
The Winter Run
Humans have been running since the dawn of our existence. We brave every condition and conquer every challenge- it’s in our nature. We build tools to excel in every situation. From landing on the moon to scaling the highest peaks, humans explore and dominate the indomitable. Running should be no different, regardless of when and where.
Technical Requirements Analysis
Study of the challenges runners face when trail running in variable winter conditions. What technology is needed to adapt to these conditions?
The Brand + Whitespace
Residing right next to the Coast Mountains in North Vancouver, Canada, Arc’teryx is no stranger to the wild and untamed earth. Arc’teryx designs to endure and perform, no matter the conditions. Upon examination of Arc’teryx’s product lineup, there is an unfulfilled area within trail running and the snow. A trail running shoe designed to brave the ice and snow would further Arc’teryx’s commitment to enabling activity anytime and anywhere.
The Current Lineup
Analysis of existing Arc’teryx shoe models tailored for various conditions. Study of brand DNA and features pertaining to footwear. Identification of whitespace in existing footwear offerings.
Shelf Study
What initially prompted the idea for this project was a visit to Olympic National Park where I would be trail running myself. Before we went to Olympic I stayed in Seattle for a couple of days and we visited the Arc’teryx store where I noticed how their trail shoes only accommodated for one climate- aside from a GTX variant of the same dry-terrain silhouette.
I wondered what a more aggressive and tech’d out trail shoe from Arc would look like, and why it didn’t exist. I took a lot of reference photos covering textures, seams, details, and forms that I wouldn’t get as intimate of a chance to look at online.
The Competition
Comparison of prominent trail running shoes specifically marketed to take on cold weather conditions. What are other brands doing right? What's wrong? What elements can be improved and factored into a premium cold-weather trail runner for Arc’teryx?
The Consumer and Their Needs
The target consumer: 18-60 years old, seasoned trail runner ready to embrace the cold and unforgiving conditions of snow and ice. Consumers of Arc’teryx products buy for their technical prowess, attention to detail, and top-tier performance. This consumer wants the best- a shoe that will keep them dry, warm, comfortable, and running for many miles no matter the conditions.
Concept Exploration
Norvan is the classification label of trail-running Arc’teryx products. A trail running shoe designed to traverse the snow and ice would fall under this title. Arc’teryx has other identifiers paired with products, LD means long-distance, this shoe is for severe conditions, or SV. This is an exploration of studying forms of existing Norvan models and how to integrate features to best adapt to snow, ice, and cold.
Inspiration
Retaining brand DNA of Arc’teryx. Channeling the untamed nature Arc’teryx enables to explore.
Concept Exploration
Initial exploration of tooling, aesthetics, fit system, and silhouette.
Technical Exploration
Exploration of various materials and technologies.
Fine Details
Exploded view showcasing internal components and technology.
Finalizing Direction
Experimenting with fine details to establish the final shape and silhouette. Ideating different cage layouts and graphic placements.
Final Design
Colorway Exploration
Material Map + Technical Package
3D modeling
Modeled in Blender using subdivision surfaces and planes. No booleans were utilized, just raw, uncut geometry. The entire mesh is composed of quads, except for the BOA Dial assembly which was modeled in Fusion360.
3D Sculpting and Refinement
Select surface imperfections such as creases in the midsole, wrinkles, deformities in fabrics, and shape refinements created using ZBrush.
Quick and Dirty Proportion Validation
Printed macro form to validate proportions and details in real space.
UV Unwrapping
Each body was cut and unwrapped individually in a 4096x4096 pixel tile using RizomUV to ensure a perfect and detailed mapping of textures.
Texturing
All textures were created using Substance 3D Painter. A combination of modified assets from the Substance 3D Assets Library as well as textures created in Photoshop were utilized.
Final images rendered in 4k using Cinema 4D and Redshift. Environmental assets from Quixel.