Alex Ernsell

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 Requirement 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

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.