PROJECT SUMMARY

UA Surestrike

The UA SureStrike is the next generation power boot for Under Armor’s soccer division. Transform into a shooting machine and dismantle the competition with the UA SureStrike soccer cleat. This project was a personal undertaking, where I spent time to research, iterate, and design something I have always been passionate about.

CREDITS

Derek Elliott ↗ - Mentor

SKILLS USED

Industrial Design, Digital Sketching and Rendering, Design Research, Design Storytelling

DATE COMPLETED

September 2023

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Process

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Takeaways:

Popularity: Soccer is growing in popularity in the U.S. With many European players moving to the MLS as well as World Cup matches happening here, U.S. soccer is set to explode.

Retro Revival: In many industries as well as the sporting goods industry, there has been a major shift in tastes towards retro styles. This is an opportunity to bring back older styles.

UA Positioning: Under Armor has refocused on targeting serious athletes as opposed to more casual ones. This provides an opportunity for them to release a product tailored for elite play.

Striker Position: Strikers need serious innovation. from cuts to sprints to powerful shots all in the blink of an eye, the striker must be unbothered by his gear to focus on the game.

Design Under Armor's next generation power boot, aiming to evolve the brand's focus to more serious athletes.

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Making it Real.

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Dismantle the competition with the UA SureStrike. Become a shooting machine.