biom infinate
The ultimate active sneaker
Company
Innovation Lab ECCO
Discipline
Concept Creation
ECCO LABS, AN IMMERSIVE PLATFORM THAT BRINGS INNOVATION DIRECTLY TO CONSUMERS, LAUNCHES ITS FIRST CONCEPT BIOM INFINITE: THE ULTIMATE ACTIVE SNEAKER WHERE NATURAL MOTION AND COMFORT MEETS HI-TECH MATERIALS AND CUTTING-EDGE INNOVATION.
We focused on communication and how to translate complex innovations to ECCO LABS consumer. Their target audience was identified, research was done into the regular ECCO customer and a niche was found. The story and language aligned with tech savy, urban oriented and conscious consumers.
The website ECCO Labs is a way for ECCO to showcase innovation and technology. The first concept that was introduced was the BIOM Infinite sneaker, designed and produced by ILE (Innovation Lab ECCO). For us, it was important to understand how we could translate the benefits of this sneaker to the consumer and explain the sometimes complicated technology behind it.
concept 1.0 biom infinite
on ecco labs website
Concept
The Biom Infinite is the first concept by ECCO Labs, created taking inspiration from the BIOM project, originated in 2009 as the first running shoe developed using ECCO’s Direct Injection Technology. This limited edition is where Biom’s original concept of natural motion meets hi-tech materials and cutting-edge innovation to deliver the ultimate multi-purpose trainer.
Whether walking through the city streets, going for a run, or relaxing at home, each activity requires a different level of shock absorption, support or cushioning. The Biom Infinite allows you to tune the feeling and performance of the shoe based on your needs by changing the core components. The different cores are precisely tuned using advanced materials to give you a specific experience, from a plush ride to lightweight all-day comfort, all sharing the same purpose – to make you experience a ride like never before.
Enhancing consumer interaction
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Enhancing consumer interaction •
NFC tag hoodies
A side project from the BIOM Infinite was the hoodies, they were created using the same recycled knitted textile from BYBORRE as the BIOM Infinite. To enhance consumer engagement the hoodie contains a NFC tag which the owner can scan and, like the sneaker, can discover more about the hoodie and gain access to exclusive experiences, care guides and get inspired.
QR Code BIOM Journey
Part of the innovation of de BIOM shoe was the interaction with consumers. The sneaker comes with a QR code that showcases the journey of the shoe. When scanning, the consumer will see a shoe count to highlight its individuality, and is able to tune his/her performance by changing the core components of their BIOM. Thus also from a business standpoint creating a point of sales.
