nike’s total 90 boot was, and is, one of footballs most iconic boots. Having only just recently joined the brand and employed specifically to work on fanwear, i was pleasantly surprised to be asked to design the total 90 training apparel. this was my first real step into performance sportswear. the simple problem i was asked to solve was; how to create more visual alignment between the boot and apparel.
CHAPTER I
The Beginning
We started by trying to understand the fundamental principles of the boot, what was the unique consumer benefit.
Power and Precision.
Which lead us to the question, what is the key visual identifier that captures both power and precision? Answer; the strike zone on the vamp.
From there we isolated that visual identity and used it for the foundations of the product to create a very powerful and modern look that still looks as relevant today as it was back in 2008.
THE ICON
SS09 COLLECTION
CHAPTER II
new gen same beast
For the next generation of the T90 Laser we focused on the relevant visual newness while sticking to the unique DNA of previous editions.
As SU09 put focus on the vamp strike zone we decided to tap into the split shape that housed the Swoosh and dial up the debossed texture on the upper material.
This lead us to a bold yet powerful visual with angular lines, finished with softer edges, and a tone of engineered sophistication.
THE ICON
FW09 COLLECTION
