Absolute-Logo-Intro
FEATURED PROJECT

Vittoria Absolute

Power Efficiency
Vittoria Shoes is an Italian company producing cycling shoes and protection. Funded by Celestino Vercelli in 1976, Vittoria is recognized as a brand of excellence within the industry because of its traditional handcrafting process.

As the company is expanding towards a growing demand from foreign markets, they found themselves in need of a profound change of direction, especially in the middle range of their product offering.

Photography: zickoland.com

CHALLENGE

  • Create a middle-range MTB shoe model able to meet the needs of both professionals and amateur riders
  • Encourage brand development towards international markets

OUTCOME

  • We used materials and functionalities as differentiators to meet different needs with a single shoe model
  • The use of graphics and color scheme will be set to be on-trend with the taste of broader markets

ACTIVITIES
Fashion Design
Footwear Design
Product Design
Product Graphics
CHALLENGE

  • Create a middle-range MTB shoe model able to meet the needs of both professionals and amateur riders
  • Encourage brand development towards international markets

OUTCOME

  • We used materials and functionalities as differentiators to meet different needs with a single shoe model
  • The use of graphics and color scheme will be set to be on-trend with the taste of broader markets

ACTIVITIES
Fashion Design
Footwear Design
Product Design
Product Graphics
CHALLENGE

  • Create a middle-range MTB shoe model able to meet the needs of both professionals and amateur riders
  • Encourage brand development towards international markets

ACTIVITIES
Fashion Design
Footwear Design
Product Design
Product Graphics
OUTCOME

  • We used materials and functionalities as differentiators to meet different needs with a single shoe model
  • The use of graphics and color scheme will be set to be on-trend with the taste of broader markets

⏤ D E S I G N

Process

⏤ D E S I G N

Process

Designing a pair of cycling shoes is never an easy task. Materials, functionalities, performances, fitting, and look are all variables that hugely affect the design process. Despite materials and functionalities both carry the most of the decision choices for all level of riders, the look is still the first attraction point for anyone in the buying process.

With this project, we wanted to play against the usual minimalist scheme, so fashionable in recent years within the cycling industry, by giving a strong aesthetic character to this model, a racing soul, the Absolute look!

THE UPPER GRAPHIC

The upper aggressive look it’s achieved using glossy black areas with very gritty edges, to emulate the motion of speed and rough conditions, in contrast with a flat central area.

A Heat-pressed pattern shaped like chain links on the toe and heel complete the game.

THE UPPER GRAPHIC

The upper aggressive look it’s achieved using glossy black areas with very gritty edges, to emulate the motion of speed and rough conditions, in contrast with a flat central area.

A Heat-pressed pattern shaped like chain links on the toe and heel complete the game.

THE UPPER GRAPHIC

The upper aggressive look it’s achieved using glossy black areas with very gritty edges, to emulate the motion of speed and rough conditions, in contrast with a flat central area.

A Heat-pressed pattern shaped like chain links on the toe and heel complete the game.

COMFORT AND BREATHABILITY

The upper is made by a combination of nylon mesh and authentic leather. The genuine leather is wrapping the foot from the inside providing great comfort, while the nylon mesh on the outside is taking care of wet conditions.

51 micro laser perforations on each side, a microfiber tongue also perforated, and thermoformable insoles with breathable coating, are keeping the foot dry and fresh, with silver fibers avoiding the growth of bacteria and smell.

COMFORT AND BREATHABILITY

The upper is made by a combination of nylon mesh and authentic leather. The genuine leather is wrapping the foot from the inside providing great comfort, while the nylon mesh on the outside is taking care of wet conditions.

51 micro laser perforations on each side, a microfiber tongue also perforated, and thermoformable insoles with breathable coating, are keeping the foot dry and fresh, with silver fibers avoiding the growth of bacteria and smell.

COMFORT AND BREATHABILITY

The upper is made by a combination of nylon mesh and authentic leather. The genuine leather is wrapping the foot from the inside providing great comfort, while the nylon mesh on the outside is taking care of wet conditions.

51 micro laser perforations on each side, a microfiber tongue also perforated, and thermoformable insoles with breathable coating, are keeping the foot dry and fresh, with silver fibers avoiding the growth of bacteria and smell.

MAX POWER TRANSMISSION

The Absolute shoe houses a series of technologies designed to maximize power transmission. A nylon outsole with high-grip technopolymer and central carbon core to increase stiffness, toe and heel reinforcements, the Advanced Retain System, which is a special pad helping the foot to stay in place inside the shoe while pedaling.

Last but not least this shoe model was born with the originally patented SSP tying system, updated since 2018 with the new tying standard from BOA.

MAX POWER TRANSMISSION

The Absolute shoe houses a series of technologies designed to maximize power transmission. A nylon outsole with high-grip technopolymer and central carbon core to increase stiffness, toe and heel reinforcements, the Advanced Retain System, which is a special pad helping the foot to stay in place inside the shoe while pedaling.

Last but not least this shoe model was born with the originally patented SSP tying system, updated since 2018 with the new tying standard from BOA.

MAX POWER TRANSMISSION

The Absolute shoe houses a series of technologies designed to maximize power transmission. A nylon outsole with high-grip technopolymer and central carbon core to increase stiffness, toe and heel reinforcements, the Advanced Retain System, which is a special pad helping the foot to stay in place inside the shoe while pedaling.

Last but not least this shoe model was born with the originally patented SSP tying system, updated since 2018 with the new tying standard from BOA.

D E S I G N E D ⏤

To Succeed

D E S I G N E D ⏤

To Succeed

Without being the top of the MTB range, The Absolute carries an incredible package of technology wrapped up by an aggressive and very unique graphic. These aspects have reserved a special place for this model within Vittoria’s catalog.

New colors, new tying system, and new sole have been the updates conducted to perfect what was already a winner. A successful design idea supported by three years of amazing sales, can’t be wrong.

⏤ C O N T A C T
In Need of a Creative Brain?

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andrea@amsportdesign.com

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