Cell Nuevo Running Technology
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In activities like running, the participant requires proper underfoot cushioning. While the degree of cushioning required can vary between users, the cushioning must meet basic biomechanical requirements. These requirements can be quantified in terms of cushioning and pronation stability. In addition there are qualitative user requirements. Some of todays users demand sophisticated product aesthetics that reflect their personal taste, varying lifestyles, and are obtainable at various price points. Current product solutions exaggerate the physical function(s) of the product through overt design language, in combination with contrasting colors, and mixed use of materials.
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Unique Cushioning you can “See and Feel.”
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To build a performance CELL franchise that addresses, “Good, Better, Best,” consumer price points.
The Technology Story
In the end Cell Nuevo was viable enough for market release. It was introduced to the market under the name Voltage.
Project Profile
What is it?
An evolutionary performance running midsole technology that that fills a unique marketplace need for visible technology at an affordable price.
Why is it innovative?
It exploits a legacy technology platform while making improvements in functionality as well as application potential across a range of sport categories and price points.
What were the biggest challenges?
Seeing that science catches up with the promise.
What was your role?
Designer. Lead Protagonist.
Why was it successful?
Not only did it fulfill both the consumer and business requirements as outlined in the brief but it also presented new opportunities for technology across sport categories and price points.