Wenzhou Liang

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 North Hollywood, CA

Metro Station

Metro Station

North Hollywood, CA is an expressive community with unique colors and buildings

NOHO Sign

NOHO Sign

Community filled with contemporary theaters and art galleries.

Millennium Dance Complex

Millennium Dance Complex

Hip-Hop dance culture is strong in this community with many dance studios

 

Interview

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Jinah

-Live in NoHo 21 years

-Gender fluid clothing

-Fashion student

-Skater

-No brand/style preference

-Vans shoes, cheap and cool

Kendall

-Skater

-Enjoy things with hiden meaning behind it.

-Very BOLD lettering

-Expressive clothing, expressing self/individually

-Clothing that has a storytelling

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Dante

-Krumping(Street Dance Style)

-Start dancing from Mom

-Battles and teachs

-Free movements to express his personality

-Prioritize comfort when buying cloth

-Favorite colors are black, red, gold

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Jordan

-Hip Pop Dancer for 20 years

-Millennium Dance Complex staff/Dancer

-Dance to express himself

-Athletic casual wear/H&M

-Breathable cloth

-Lightweight Shoes

 

Insights

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Support

The ability to do all the dance movements freely is crucial to the dancers

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Unique

Individual fitted shoe to give dancer the best support and protection

 
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Indoor

North Hollywood hip-hop dancer practice in studio

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Social Media

Hip-Hop dancers use social media as the main source to promote themselves

 
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Breathability

Breathability allows hip-hop dancers to practice longer without feeling exhausted

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Lightweight

Lightweight allows hip-hop dancers to practice longer in studio

 

Branding

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adidas had a big influence on hip-hop culture.

It was the go to shoe for the hip-hop artists, but people start to prefer Nike Free shoes for hip-hop.

I choose adidas to be the brand, because it is the perfect opportunity for adidas to takeover the hip hop market with the new SpeedFactory facility.

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SpeedFactory is a local store for North Hollywood, CA.

Custom fit shoes made in store

Reduce production lead times

Strengthen ties with consumers

Engage closely

Increasingly build brand advocacy

 

Manufacturing Process

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1. Scan and analyze user's feet

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5. PrimeKnit Upper with support on critical area

 
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2. Pinpoint critical areas for support and protection

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6. Unique details added for hip hop dancers

 
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3. 3D print inner support and protection

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7. Spot Outsole to provide traction for indoor floor

 
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4. 3D print outer support and protection

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8. Shoe is perfectly and uniquely made for each user