BIOM INFINITE
The ultimate active sneaker
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.
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.
One of the main challenges was how to communicate and translate complex innovations to our consumer. We identified our target audience, did research in the regular ECCO customer and found our niche. We adjusted our story and language so tech savy, urband oriented and conscious consumers would understand concept 1.0.
1.0 UX Design
Concept 1.0 BIOM Infinite on ECCO Labs website
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.
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 acces to exclusive experiences, care guides and get inspired. I was solely responsible for this.
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.
2.0 Product launch and brand design
Part of the my job is to think about the user experience as a whole. Since we launched a fully new website and sneaker concept it was important to think about the activation plan, including brand positioning, launch strategy, and media strategy. All aspects of the launch needed to be in line with our vision to create a coherent consumer experience.
Activation plan
Brand adjacencies and positioning
ECCO Labs sits at the intersection between avantgarde fashion and sneaker
Media strategy
Multi -tiered launch strategy
There are two activation moments through “on consignment” collaborations for the launch of the product:
Tier 1: “ My Biom” Ultimate Edition - Immersive in-store product experience. For this activity we want to focus on four external retailers to carry the initial launch of the Biom Infinite. This activation will create increased media coverage and footfall for the specific retailers. This step is fundamental for the exclusive positioning and experience we want to achieve.
Tier 2: “My Biom” Deluxe Edition - Special edition packaging featuring added drop-in components. This activation is to involve as many people as possible and a maximum of 20 stores will be involved. During this activity we will maintain a limited availability on products. The community of the tier 2 shops can also be called “family” because it is made of affectionate people who often come back to buy or take a look on what’s new in shop.
Collaborating with media partners is crucial for fashion brands. It can help reach a wider audience, enhance credibility, amplify messaging and increase engagement with customers.
By partnering with reputable medias, brands can access a larger audience and build trust with potential customers. It also can increase visibility, sales potential, and establish a strong presence in the market.
In-store product launch, packaging and photoshoot
Part of my job is also to think about user engagement during the product launch. We wanted to create an immersive product
experience, the initial product launch, was
an exclusive possibility for consumers to feel materials, learn about our process, immerse
in the brand and offer customization by going through the unique data-driven in-store experience. Part of this was the modular product experience. The packaging was a special edition that is an all-inclusive engagement containing the shoes and various drop-in cores to create a unique, informed
and modular experience.
Another part of the overall brand design for both ECCO Labs and BIOM Infinite was
the assets. For the BIOM shoe we hired a photographer and we briefed him. For the hoodies I was responsible for the concept, location shouting, overall emotion/style direction. Together with a photographer
we created assets for the website, NFC tags and promotion.
