VIRTUE Athletic
design • develop • launch • grow
a brand & product reflecting the core values of modern, functional fitness
but why?
do we really need another fitness brand?
yeah, we do
Our definition of fitness changed, but our footwear didn’t.
The functional fitness movement, led by CrossFit, changed the ways we view & achieve lifelong fitness.
Run fast. Lift heavy. Breathe hard. No frills. No fancy machines. Just honest, intense work than can be done by anyone - athletes and non-athletes alike.
But while the movements & implements of fitness evolved, the shoes remained largely stuck in the past.
No shoe or brand truly reflected the simplicty, utility, and accessibility of the functional fitness movement.
It was time to change that . . .
VIRTUE was born
to do with footwear what we had already done with fitness - to do more with less.
the challenge
Create a unique product & brand that truly reflect the
back-to-basics approach of modern, functional fitness.
Research
Personal experience
Targeted surveys
Market index
Strategic roadmap
Product needs & expectations
Brand voice & identity
Go-to-market & growth business plans
design & development
exploration • concepting • refinement
Product
Old school solutions to modern problems
Less is more
Simplicity = Accessibility
Brand
From the community, for the community
Resonates with both long-time and new athletes
Let’s have some fun!
Business
Realistic goals, budgets, and timelines
Perfectly suited for crowdfunding
product
industrial design • product development • commercializtion
brand
icon & wordmark design • style & voice guidelines • brand extension
VIRTUE Athletic & THE 01
functional • fitness • footwear
comfortable • durable
Modern shape
Ballistic nylon upper
Molded toe & heel reinforcements
stable • powerful
Dual-density midsole
“Squat Wedge” heel
Raised & angled forefoot geometry
versatile • adaptable
Grip on any surface
Lateral & medial rope guards
All day comfort
minimal • afforable
40% lighter than a Reebok Nano 8
30% less expensive than a Nike Metcon 6
Everything you need. Nothing you don’t.
Kickstarter
crowdfunding launch
Campaign production
Photography, videography, copywriting
Grassroots marketing
Pre-seeded influencer outreach, media interviews, podcasts, social media campaigns, email campaigns, strategic brand partnerships & cross-promotions
Paid marketing
Targeted Facebook & Instagram ads
Business
Budgeting, timelines, and multiple campaign success strategies & contingencies
crowdfunding campaign
photography • videography • launch video production • marketing & advertising
launch video
watch on Youtube
Success!
On November 22, 2019 - only one year removed from the first thumbnail sketch of THE 01 - VIRTUE & THE 01 were officially funded on Kickstarter, raising over $65,000 - with nearly $10,000 in additional pre-orders throughout late 2019 and early 2020.
That’s it. It was awesome.
post-launch
commercialization • production • distribution
Development finalization
Packaging
Overseas freight & logistics
Domestic & international fulfillment strategy
Then . . . the fucking pandemic
re-launch & the future
e-commerce & beyond
Transition to e-commerce
Transformed virtueathletic.com into a functioning D2C e-commerce site.
Sold through remaining inventory in less than 6 weeks.
THE 02
THE 01 was always meant to be VIRTUE’s beginning, not its end.
Design & pre-development work were already to process to bring an improved product to market
THE 02 improved upon all of THE 01’s functionality while extending VIRTUE’s reach beyond the core functional fitness crowd with a more casual, lifestyle-inspired look & feel.
Investment & collaboration
Created & pitched rational, compelling cases for VIRTUE’s future through both independent investment & brand collaboration.
THE 02
old-school casual look • modern performance details • broader market appeal
investment & collabs
capital investment strategy & business planning • targeted collaboration partnerships
takeaways
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Every problem is a design problem
The iterative, creative, targeted approach of the design process isn’t just helpful but crucial to success in every step in building products, brands, experiences, and business. Design’s usefulness goes far beyond aesthetics.
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But some have no easy answers
Even the soundest process can lead to difficult decisions, but it’s important to remember they’re not the end of the road. Just like a thumbnail sketch, they’re only a step along the way to something larger.
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Learning is doing
You’re never going to have all the information. You’re never going to know everything. But until you jump in and actually start creating, questioning, and problem-solving you’ll never know what you don’t know.