Source: The Directive Collective | Craft Kype Pro
Multiple designers, suppliers, engineers and internal teams were involved in making Craft’s fastest ever shoe, the Kype Pro, a reality.
Craft Sportswear looked to The Directive Collective for design innovation and creative collaboration guided by expert insight into high performance running from a runner’s perspective.
The Directive Collective started with Strategy & Positioning to help pinpoint an effective approach and define a creative design direction for the project based on a brief provided by Craft.
Leading Concept Design, The Directive Collective explored a variety of aesthetic and technical solutions centered around innovative construction, performance metrics and continuity in Craft’s Scandinavian Minimal Design DNA.
In addition to design, The Directive Collective sourced and introduced Craft to best-in-class materials including ARRIS, for design and engineering of the innovative lightweight carbon plate.
Design iterations in collaboration with the internal Craft footwear design team helped refined the solution and details until complete technical package handoff.
Once in development, Craft Sportswear was responsible for development and commercialization with additional limited support by The Directive Collective.
The Kype Pro was launched during race week for the 2024 New York City Marathon.
Launch events included a Pop-Up, night race by Take The Bridge and Shakeout runs.
Marketing and events by Craft Sportswear.
Photos by Dave Hashim
Design Direction
“Confident Simplicity”is all about distilling the running/racing experience. Fast, but not Fragile.
The simplicity of design enables a runner to focus on performance from training to racing through distances from 26.2mi to 100k+ with maximum versatility.
By simplifying visual and technical interventions, this direction provides Reliable Performance.
Upper design can be focused on optimizing fit, reducing seams and distractions and enabling a cohesive integration with the midsole/outsole platform.
Midsole/Outsole design is bold and oversize, appearing to give super stack cushioning and control with geometry that is Functional and Optimized.
Concept Design
Concept Design by The Directive Collective focused on a combination of novel visual language through innovative construction and geometry.
Design directions explored exaggerated rocker designs, wide bottom profiles and sock fit uppers for confidence and versatility.
Visual reveal of the carbon plate and a strong graphic aesthetics provided a signature look with branding opportunities.
Technical Design
“Low & Lean”
This design challenges the visual status quo and is designed with a structured, technical approach and a theme of transparency.
The forefoot is double lasted to reveal the color of the midsole through the translucent upper mesh and give a shockingly thin forefoot visual. Providing superior forefoot lateral stability to prevent the foot slipping over the topline the minimal visual echoes a traditional marathon racing flat.
The lightweight translucent monomesh upper features a logo perf on the medial side and can be augmented with a printed graphic on the inside mesh surface.
The midsole slab sidewall is vertically and horizontally extended past the heel for an illusion of “illegal” stack height and lengthened form. At the back, the carbon fiber “spoiler” provides a highly visual tech touchpoint.
The outsole features a large central channel revealing the carbon fiber plate with a detail of visible upper mesh and a translucent forefoot with logo/graphic print beneath.
ARRIS Plate
The lightweight, innovative carbon plate in the Kype Pro was crafted by ARRIS. Working closely with ARRIS engineers and Craft’s footwear team, The Directive Collective contributed a wide variety of design concepts to explore provide visual, technical and performance excellence.
The ARRIS Technology enables advanced continuous carbon fiber plates with greater design flexibility. This novel composites approach creates lighter, more responsive footwear plate designs with targeted stiffness in critical areas, improving performance while using less material.
Final plate design and engineering by ARRIS for Craft Sportswear.
Craft x Take the Bridge - photos by Dave Hasim
11.01.2024 NYC
All works © The Directive Collective or respective owners
Richard Kuchinsky carrying on business as “The Directive Collective” Ontario Business Registration No. 843796590
