SPONSORED BY:

PENSOLE & REEF

WATER SHOES

For New Water Sports

Pensole x ArtCenter Sponsored Project

August 2018

This two-week project was to imagine new activities for Reef to create footwear for. Water Gliding and Night Dancing were the two concepts my team of CMF designers, Scarlett Lee and Danny Perez, and I envisioned.

USER

Kai Moniz is 22 years old from San Clemente, CA. She lives and breathes the ocean. She's a part of SurfRider and Beach Conservation Program based in San Clemente, CA. She's a marine biologist during the day and at night she relaxes by playing her guitar at local bars and restaurants.

DISTRIBUTION

Direct to Consumer

Local Shops

Affiliate Program

REEF RETAIL MIX

In Reef's current retail mix, the two shoes I have designed fit nicely in the mid to high price range.

QUARTER SIZING

More variety in sizing options reduces initial capital expense

REEF DREAMER BOOT

I identified two potential opportunities for a new boot for Reef. I compared the new Water Gliding activity to rollerblading and ice skating activities. The $100 opportunity seems the most viable within Reef's current product line.

REEF DREAMER BOOT

Price: $100

Distribution: Direct to Consumer

                      Local Beach Shop

                      Ambassador Affiliate Program

DESIGN CRITERIA

Cold Conditions

Water Resistant

Board Feel

IDEATION

REEF BUTTER BOARD

Price: $75 (Comes with 2)

Distribution: Direct to Consumer

                      Local Beach Shop

                      Ambassador Affiliate Program

DESIGN CRITERIA

Glide

Bindings

Position Versatility

IDEATION

REEF GLOW LOW

I identified two potential opportunities for a new shoe for Reef. I compared the new Bioluminescent dancing activity to products on the market that utilize glow technology. The $80 opportunity seems the most viable within Reef's current product line.

REEF GLOW LOW

Price: $80

Distribution: Direct to Consumer

                      Local Beach Shop

                      Ambassador Affiliate Program

DESIGN CRITERIA

Water Permeable

Tactility

Luminescent Reaction

IDEATION

© Anna Violette 2020

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