How a Football Boot is Made

This series covers the full scope of production processes.

While the manufacturing production process might vary depending on the design of the shoe (ie. if it is a football boot or running shoe), and the specifics of each step in the process may be done in a slightly different way from factory to factory, the general process and steps involved is the same.

Click the Read More link below to view the the production process of the hummel 4.2 Concept FGC football boot, produced in China.



Click the Post Titles below for each part in the series.

Introduction

Materials

Cutting

Printing and HF embossing

Stitching

Lasting

Assembly

final QC and packing

hummel Character, DNA

The concept of character is very important in all hummel products. Character since 1923 is now the company tagline (our "Just Do It"), and this concept evolved and was first developed in footwear.

I first created the "Jeg har Karakter" concept ("I have Character", in Danish) for my first new football collection with hummel, the 2006 Collection. (see post here about the concept and design brief in the 6.2 Concept FG Case Study).

Click the Read More link below for the full story of the development of hummel Footwear Character, product DNA.



As the time, the idea was to frame the collection and provide a matrix concept and reasoning for the all new models to be designed as well as a marketing strategy.

The first step, was looking at the football market and competitors. I felt it was important to attach a concept and theme to hummel football footwear products that hummel could "own". Seeing as how Adidas represented (for the most part) heritage (even though the hummel brand is older), Nike represented Technology, and Puma represented Lifestyle.

As well, given the nature of our small brand compared to the Big 3, and lack of high profile players and teams under sponsorship, combined with our strategy of "non-marketing" and alternative sponsorship (ie. The Tibet National Team) a different competitve strategy was needed.

The "Jeg har Karakter" concept embraced these issues. Character was something unique that hummel could bring (a alternative approach to different aspects of performance, lifestyle, and design) to the market and targeted and celebrated the individual player not the $100 Million dollar athlete.

The idea was solidified with the definition of 3 different Character types that defined the product mix.



The 4 Series Character is traditional, professional, respectful of the heritage of the game.



The 6 Series Character is the "Rock Star", technical, but unique in personality, not afraid to be different, and connected to fashion.



The 8 Series Character is highly refined, technical, focused on performance and efficiency in skill and control.

Most importantly, the Character concept was broad enough yet specific to provide an open umbrella for a multi-target product approach and fit well with the storytelling approach to marketing hummel has championed for a long time.

Text I wrote from the first Football 2006 Catalog-

Imagine life without stories. Events only existing in the present. No recollection of our history, or dreams for the future. From generation to generation we have passed down stories since man has existed in tribes. These tribes/groups are defined by the stories they tell.

Imagine stories without characters. Tales only of inanimate places, things, stuff. It is in fact the characters of our stories, and by our own character in life that we define ourselves within the groups and teams we live and play. We are all characters. We are all individuals. Characters are integral to creating excitement.

In developing the hummel Football 2006 Collection, we have considered the individual characteristics of the characters present in any team. Exploring each product as a character we have combined technology, design and style to engineer a cast of unique personalities.

We are all Characters. We all have Character.

Jeg har Karakter.

EVen before this character concept, one of the very first (I think I created it for a presentation about my new footwear direction given 2 weeks after I started in June 2004) and most important things I established at hummel, was the footwear DNA concept.

This DNA concept describes the relationship of different products and different product categories as related with similar characteristics in design and concept.

This DNA was developed to bring all footwear products closer and define a strong brand identity.

Visually, you can see these in various details and patterns that are used across product categories including the rear mudgaurd pattern, rounded punched eyelets with embroidery (which has a shape similar to the shape of the "L" in hummel, rear heel window patterns.







This DNA concept has been in uses on all collections since the establishment of the new footwear dept. at hummel and is evident in the design of the new 8.4 PIO FGX.



This DNA concept has also been applied bringing the PIO (Per Invitation Only Concept) to sport. The 8.4 PIO FGX was the first technical teamsports product in hummel to be under the PIO label, and has now set the direction for the PIO label to be applied to all products across categories in both footwear and apparel.



Taking the root idea of PIO, exclusivity, luxury, uniqueness, lifestyle and storytelling, the 8.4 PIO FGX brings these elements to our top technical boot (remember 8 Series products are focused for the technical player). In this way, the 8.4 PIO FGX adopts some characteristics of the 6 series (Rock Star player), and links with the DNA established in other footwear categories.

Likewise the 4.2 PIO FGC in camo Pittards WR100X Analine leather adopts some feel of the 6 Series (Rock Star) and 8 Series (Technical) with a unique, high performance military spec material treatment.

hummel Technologies design

As mentioned in the 8.4 PIO FGX Unboxing post, I have been involved in more than just "footwear design" here at hummel. A large part of my work is the strategic design and creative direction of the hummel Footwear brand.

One of the very first things I did after starting at hummel 2.5 years ago was to build up a portfolio and create a brand package for technology and performance features that are used in our footwear.

Click the Read More link below for more information.



The purpose of this technology portfolio was to further communicate the unique performance aspects of our shoes and create a better understanding of performance and value in the mind of our customers.




The above Technology Matrix I designed to visually communicate the idea that different parts of the shoe (ie. upper, outsole, etc.) use and feature different type of technologies (ie. cushioning, breathability, etc.) Each technology is therefore tuned and focused depending on the location and application of the part/implementation.

Together with this matrix, I created a series of names and logos to be identified with each product benefit. We went through lots of different ideas for names, some really terrible (ie. matress for cushioning) and others just strange (ie. TSS, Thorax Support System, based on words from a bee's body, for support).



As well, the graphic icons went through several rounds of design iterations. Here's some early explorations.







The final logos and technology micro-brands are now used across all our technical footwear product, and some technical apparel as well. Every performance shoe includes a hangtag with the tech logos and matrix and tech logos are also incorporated into the product design of the footwear.









A small point that some may not notice, but something that help make the product and the details stand out for a consumer.

8.4 PIO FGX Unboxing

I am a big believer in total product experience. As such a lot of my effort here at hummel as Footwear Dept. Manager has been not only focused on the footwear product, but the supplemental things that combine to create a positive experience for the consumer. This includes packaging, graphics, instructions and more.

As you will see in the post below, the new 8.4 PIO FGX really presents a total branded experience and value. I was the designer for all product graphics, packaging and additional graphic material (hangtags, etc).

Click the Read More link below for the full Unboxing (more than 30 pics and comments)of the 8.4 PIO FGX.







New matte silver box design features a repeated chevron pattern I created to highlight the unique blend of performance and lifestyle character in every hummel product. Box top includes the "Jeg har Karakter" ("I have Character") logo I created and first introduced in the Football 2006 Collection. The concept (now adapted into the hummel corporate tagline "Character Since 1923") represents the unique position that hummel targets, identifying personality and Character and creating products (like the 8.4 PIO FGX) to serve these Character types.



Extra performance CM EVA sockliner is included with every pair.





In box sticker highlighting the revolutionary hmlFIT Customized Fit Technology heat sockliner features and benefits. Check my previous post here for more info.













The 8.4 PIO FGX upper is 100% Pittards Goat Skin leather. This minibook I created (and did the Goat icon for) gives an overview of the materials features and benefits (incl. 20% higher abrasion resistance than Kangaroo leather), and also explains how to best care for your new Goat Skin leather boots (just wipe with a damp cloth and allow to air dry). More about the Goat Skin leather in a previous post, here.





The 8.4 PIO FGX includes lots of hangtags that identify the many performance features and unique innovations that are included on the boot. Being a small brand, with limited marketing budget, it is important to communicate directly with the consumer about the product. Hangtags are a good way that allows the product to speak for iteself, in the absence of million dollar advertising campaigns and in a sport shop environment where the retailer may not be familiar with all technical aspects of the product. As shown, hangtags I designed included with the 8.4 PIO FGX; Goat Skin Leather, Silver hummel hangtag, hummel Technology hangtag, hmlFIT Customized Fit Sockliner hangtag and additional Pittards hangtag (provided by Pittards).



hummel Technology hangtag features 6 hummel technologies with icons, names and features graphics I created as a part of our hummel footwear branding portfolio 2.5 years ago. Distinct hummel technology logos and icons help identify and communicate important performance and technical features to the consumer and make highlight product unique selling points.



Each pair of 8.4 PIO FGX also includes an limited edition Pittards Goat Skin Leather Bee keychain!











Laser etched monogram bee upper. Be sure to check my previous post here for more pics and info about the features of this unique boot.











New FGX outsole with a comination plate of traction and conical studs for superior traction, saftey and comfort. Check my earlier post here for more info. Note the nice laser etched leather detail with Bee logo on the outsole heel!







hmlFit Customized Fit Technology sockliner can be molded to your feet using heat for the perfect fit. Dual density, anatomical performance sockliner has two layers of CM EVA; Black- high density for support and control, Red- heat activated layer provides fit, comfort and cushioning. Check my earlier post here about this new technology.



Enjoy! The 8.4 PIO FGX should be in shops now (availability depending on market and distribution, with a recommended retail price of 220 Euro.

Check back soon for lots more posts coming up about the inspiration, design and development of the 8.4 PIO FGX.

R

8.4 PIO FGX is here!

Finally! After more than 1 year in development and production the first 8.4 PIO FGX production shoes arrived today at the office direct from our warehouse (via the factory in China, of course).

The 8.4 PIO FGX has, since the project inception, been my "baby" and incorporates the culmination of several years of work in rebranding the hummel footwear product.

From the design of new box, new sockliner technology, new graphics, new hangtags, new outsole, new upper, new materials and more, I have been involved in every aspect of the 8.4 (in addition to all the other products.

Coming tomorrow and later this week, The Unboxing, and more on the thinking, and details that went into the final 8.4 PIO FGX product.

R

Volvo SportsDesign Forum/Award

On Sat., Feb. 3 I attended the Volvo SportsDesign Forum

The theme of the forum was Personal Design, and a wide range of design and business professionals spoke and led workshops. The interesting discussion topics ranged from customization and brand identity to business aspects and applications of personalization and micro-markets.

Speakers included -

Stefano Natoli, Head of NIKEiD EMEA
Andrej Kupetz, managing director and technical manager of the German Design Council
Stefan Jansson, Designer of the new Volvo C30
Steve Wozniak, co-founder of Apple Computers and designer of the Apple I and II

Click the Read More link below for more pics and info.




For a full list of presenters and workshops, be sure to check out Volvo SportsDesign Forum

In addition, as mentioned earlier, the hummel 8.4 PIO FGX was nominated for a design award in the footwear category. Along with the other nominees, the 8.4 PIO FGX was on display in main foyer of the forum, and later on the fair floor at ISPO for the thousands of sportswear industry professionals to view.

Unfortunately, hummel didn't take home the top spot in the Volvo SportsDesign Award, but it is a huge honor to be nominated in a category along with Nike and Adidas! Congratulations to Nike+ for the win.

8.4 FGX first pullover samples

I'm still working on a more complete post with detailed notes about the development of the 8.4 FGX, but in the meantime, I came across some early pullover pics I would like to share.

The initial idea for the 8.4 FGX was a lightweight, breathable mesh football boot, inspired by our indoor shoe, the 9.3.

Click the Read more link below for more pics of the initial concept and pullover.



As development progressed in consultation with sales, testing and marketing, the concept evolved into the current 8.4 FGX, for a number of reasons, including the commonly wet weather and low demand for mesh football boots in our main markets of northern Europe and Scandinavia.

Below, you can clearly see the pattern inspiration and material influence in these first samples of the 8.4, taken directly from the 9.3 indoor shoe with a nylon screen mesh over top an airmesh quarter with hot melt TPU details.

Footwear Rendering

Following my recent Photoshop rendering tutorial I've got a lot of great responses and questions. One of which I thought I would address here.




Q. "How do you render a white or light color shoe without it looking dirty?"

A. It all depends on the consitency of your shading and highlights. You can also play with the overal lighting and general mood to help your rendering pop out.

I threw together the above rendering as an example. As you can see, the 8.4 PIO FGX is a white pearl color, not 100% bright white, but the same would still hold true. Shading is done in a warmer tone (not black) to give a more natural feel, and the darker background and reflective floor help me get away with a darker upper shading without looking too strange.

Hope this helps!

R

The rendering does look white, but you do get the impression you are looking at a light colored shoe, i hope.

UPDATE - I have just arranged my attendance at the Volvo SportsDesign Forum/Award Ceremony 3 Feb, 2007 in Munich and at the ISPO Fair 4-5 Feb.

If anyone is going to the forum/fair and would like to hook up, feel free to drop me a line at rkuchinsky@gmail.com

R

8.4 PIO FGX nominated for Volvo SportsDesign Award at ISPO 2007

The 8.4 PIO FGX has just been nominated for a Volvo SportsDesign Award to be presented at ISPO 2007, February 3 in Munich.

The competition honors the best products focused on the theme "Personal Design".

Check out the competition here Volvo SportsDesign AWARD

Interview and 8.4 PIO FGX review on Foot-Boots.com

Ive just finished an exclusive interview with Alan from Footy-Boots.com that is now posted. The interview discusses some of the thoughts behind the new football boots and the design and development process at hummel.

Link to Interview

Footy-Boots.com also has a nice review of the 8.4 PIO FGX as well.

8.4 PIO FGX review


www.footy-boots.com

8.4 PIO FGX featured on BusinessWeek/Innovation&Design

The 8.4 PIO FGX was featured today on 3 great design/innovation websites! Check out the links.

BusinessWeek Innovation&Design (Design Snapshots halfway down the page)
Core77 Studio Bullits
Core77

hummel 8.4 PIO FGX

coming soon!

As identified earlier by keen blog readers, our most exclusive and exciting hummel football will soon be launched to the public. The 8.4 PIO FGX.

The 8.4 PIO FGX is a limited edition version of our latest boot, the 8.4 Concept FGX.

Click the Read More link below for lots more pics and information.


As introduced in recent limited lifestyle footwear collections (see FW06 Per Invitation Only), the Per Invitation Only concept is one of luxury, exclusivity and a mix of performance and lifestyle.



The 8.4 PIO FGX is actually inspired by one of our most successful lifestyle PIO product, the Jacobsen. Featuring a laser-etched monogram bee/chevron design on the entire upper, the unique treatment adds distinctive on-field character to a top performance boot.







The 8.4 PIO FGX features all the same technical features as the 8.4 Concept FGX as follows,

- NEW Wide-fit anatomical last for maximum control and comfort
- Asymmetric design for anatomical fit and increased strike zone
- Dynamic, integral customized lock-fit lacing system for adjustable fit
- Glass fiber heel inserts for lightweight support
- hmlFIT Customized Fit Technology heat moldable sockliner for personal fit and ultimate performance
- NEW FGX firm ground combination stud traction outsole with DYNAsymm chassis and hGRIP pivot point studs
- PE molded internal midsole
-TR molded internal heel counter
- Extra CM EVA technical sockliner included
- 304g
- Size 6-11 UK

plus




- 100% upper Pittards WR Premiership Goat Skin Leather construction
- Unqiue Laser-etched Monogram Bee upper pattern design
- Leather Bee keychain included
- limited 2007 edition to 2000 pairs worldwide






You can read more about the new FGX outsole in the previous post, hummel football 2007 NEW FGX outsole preview.











As mentioned in an earlier post, the key technical feature (among many) of this boot is the hmlFIT Customized Fit Technology heat moldable sockliner.

"Looking for the Perfect Fit? Using a revolutionary new smart-foam material, this sockliner system can be custom molded to your foot using heat for ultimate comfort and performance...."




Check the post hmlFIT customized fit technology for more info.




Coming soon, design and development of the 8.4 Concept/PIO FGX

Switzerland, FC Thun testing

Its been more than a month since my trip to Switzerland, but a very busy schedule here and more travel have meant I havent been able to post earlier.

In any case, here's some pics and info from the trip.

For the most part, the trip was a special visit to hummel sponsored club FC Thun. As you may remember Thun qualified for the Champions League last season, and I attended one of their final group stage games against Ajax in Bern, Switzerland.

More info and pics after the Read More link below.




This trip, the meeting with the team at their home pitch in Thun focused on presenting the new 2007 Football boot collection, and working directly with a few of the players selected to test new 2007 products.



Overall, the response to the new collection was overwhelmingly positive with demand for test shoes higher than samples we had to give! Keep an out out in future matches and training sessions for these new hummel boots on the feet on FC Thun.















The Thun home pitch and training facilities were also great to see. Located in the foot of the Bernese Obleand Swiss mountains, by lake Thun, the view and beauty of the surrounding environment are incredible. Surely one of the best locations possible to train and inspire an athlete!

hummel/EUROWOMAN Sensational Street Soccer 2006 Copenhagen

I've been away for the last 10 days on vacation in Italy, so didnt get to attend myself this year, but be sure to check out
http://hummel.dk/Company/News/Sensational%20Street%20Soccer.aspx to see some of the great images shot by Ulrik Jantzen on Saturday 26th at Israels Plads in central Copenhagen of the 2006 Women's Street Soccer Tournament.

8.4 Concept FGX

As promised, heres the other new colorway to be released Jan/Feb 2007.

Black/White/Gold

More pics after the Read More link below.

hummel football 2007 NEW 8.4 Concept FGX preview

First pics here of the NEW 2007 8.4 Concept FGX!

As mentioned, this new boot features our hmlFIT Customized Fit Technology which is a heat moldable sockliner. I believe, that this boot developed from the inside out, may be one of the best fitting and most comfortable boots on the market.

Click the Read More link below for additional pics and specs.




In addtion, specs include-

-NEW Wide-fit anatomical last for maximum control and comfort
-Pittards WR Premiership Goat Skin Leather upper
-Asymmetric design for anatomical fit and increased strike zone
-Dynamic, integral customized lock-fit lacing system for adjustable fit
-Glass fiber heel inserts for lightweight support
-hmlFIT Customized Fit Technology heat moldable sockliner for personal fit and ultimate performance
-NEW FGX firm ground combination stud traction outsole with DYNAsymm chassis and hGRIP pivot point studs
-PE molded internal midsole
-TR molded internal heel counter
-Extra CM EVA technical sockliner included








Released 2007. More info on additional colorways and takedowns to come.

Eurosport Catalog ad sketches

In the upcoming Fall 2 issue of the Eurosport catalog, there will be a full page feature on hummel boots. As a part of this ad, some of my sketches and renderings will be included.

hummel football 2007 NEW preview > 4.2 Concept FGX/SG

New for 2007, the hummel 4.2 Concept FGC/SG features an exciting new material > Pittards WR100X Analine Goat Skin.

The military use this leather for the very thin, but high performance gloves worn by the Special Forces who jump out of helicopters and slide down ropes to action. In these high wear circumstances, gloves are required that will give good water and sweat resistance, but also excellent touch and softness feeling like a second skin. It is also very important that these special gloves prevent rope burn and wear.

Click the Read More link below for more pics and info.





In our new football boots, these combination of unique features (softness, touch, weather and sweat resistance and high abrasion resistance (20% more than K-leather), make it the perfect material for premium control and performance.This uniquely finished natural aniline offers up to 5 times higher breathability than standard Kangaroo Leather with no sacrifice in water or sweat resistance.

In addition, as it is a very lightweight leather with a unique fibre structure, the resulting boot is 22% lighter than the copa and comparable classic leather boots.

Unlike reguar-finish leathers, this Analine leather needs no "break-in" period. It is super soft fresh from the box, and will only improve and mold to your feet with wear. As well, because of the Analine finish, the surface of the leather has a more dull, natural similar to some baseball batting gloves or driving gloves.





The 4.2 Concept features a classic round FGC outsole, or soft ground SG outsole, and a great mix of classic style with modern technical advantages included a glass reinforced heel counter, and asymmetrical design.

Dk. Grey/White/Gold

To be released Jan 2007