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.

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

In conjunction with 2007 IHF Handball World Cup now going on in Germany (more World Cup action/campaign info to follow), our latest Indoor 2007 catalog is back fresh from the printer. I posted earlier some of the process and photoshoot from this catalog, here, in part is the final catalog.

The final printed catalog turned out really great. Special thanks again, to Martin Kristensen, hummel graphic designer and Anders Kavin, photographer.

The catalog is presale catalog, only available to customer and hummel dealers.

Click the Read More link below for select pics of pages from the Indoor 2007 Catalog.