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

hummel at CPH Vision

First up in coverage from CPH Vision is the new hummel booth and collection.

hummel presented a new booth for CPH Vision, which combined the traditional Dansih wood aesthetic with clips of hummel history and past highlights, inspired by the recent hummel Indoor and Old School catalogs I was involved with.

The latest (FW07) footwear collection was also presented, which I will cover in more detail later.

Click the Read More link below for more text and pics from the hummel stand at CPH Vision.


Highights in the collection include the styles Savanna waistcoat, Avery knit hoodie, Avery knit pant and Mia ss cashmere tee from hummel fashion’s AW07 collection which recieved the incredible honor of winning the ISPO Global SportsStyle Award presented last weekend in Munich at GQ Style Night.

CPH Vision

Just got back from a great weekend in Copenhagen full of CPH Vision, Copenhagen Fashion Week some great shows, parties, shopping and a day in Malmo, Sweden.

Overall, probably the best, most inspiring weekend I've had in a long time. Copenhagen is a great center for Design and Fashion, and Fashion Week only adds to the unique Scandinavian eccentricity and charm.

I'm now working through almost 900 photos, for a series of articles...check back soon for lots more!

R

Styledepartment.com Interiew

UPDATE-

Styledepartment.com interview with me about hummel and First Pullover is now up.

here

as well, translated German version is available here

2007 Handball World Championship

A little late on the coverage (been so busy with ISPO and everything else, but thought I would post a few pics and comments regarding the recent XX Men's Handball World Championship held in Germany 20/01 - 03/02.

Click the Read More link below for lots more pics and info covering the WC07.




For this very special event hummel put together a exclusive marketing and sponsorship campaign, "Black in Black", sponsoring 7 teams and over 65 players at the World Championship. All sponsored teams featured the new 9.3.1 Indoor shoe in a limited Black/Gold colorway coordinated with Black/Gold accessories and uniforms on many of the teams.



What made this sponsorship special, was the inclusion of many top players on top teams that wore the black hummel shoe, despite regulations and sponsorship by other brands. Visible both on and off the court "Back in Black" hummel clearly made a strong visual presence at the WC, showing dominance and capturing attention.



Sponsored teams included-
Australia
Kuwait
Greenland
Angola
Argentina
Poland
Ukraine


Top sponsored players, Black in Black "Ambassadors" included-

Lars Christensen
Mimi Kraus
Florian Kehrmann
Joachim Boldsen
Blazenko Lackovic
Filip Jicha
Markus Baur
Marcin Lijewski
Johnny Jensen
Christian Schwarzer
Sebastian Preis



Final results saw Poland making an amazing victory and taking Second Place (Silver) at the Championship beating out many top contenders including Denmark, France and Russia!



On the First Place Germany Team, hummel players included top scorers Florian Kehrmann and Mimi Kraus, with Mimi Kraus and Marcin Lijewski (Poland) to be included on the All Star Team.

Filip Jicha was also the Championships second top scorer with 57 goals of 100 attempts.
















All in all, an amazing victory for hummel and congratulations to Poland and all hummel players and teams.

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

Indoor 2007 catalog launch!

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.

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

hummel Old School SS07 part 5 > specification and colors

Concurrently with the pattern development, colorway options and material specification is worked out.

To develop narrow down the colorway and final spec, first, a wide range of color options are quickly explored. Using the outline drawings of the style in illustrator, a number of different directions can be discussed and looked at.

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

Normally, the footwear designer will first create many options, then later reduce the options and further develop the stronger ideas, to present to Sales and Marketing for consultation and final selection.

Once the colorways for each style have been explored, and an overall line plan direction identified (at hummel, because we have such small collections, with few styles, I try to create a strong collection theme or plan in colors/materials), material and color specification is determined.




This process involves picking the Pantone colors for each part and the corresponding material. At this stage, for simple shoes like these, an jpeg file is created from Illustrator with material callouts for the factory to follow.

Indoor 2007 concept design

To share, some more content from the upcoming Indoor 2007 catalog. These sketches are from the concept design of the new indoor shoe, 11.1 that features an integrated design assembly for ultimate fit.

More to come soon on this new concept.

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