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

Community filled with contemporary theaters and art galleries.

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

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 hidden meaning behind it.

• Very BOLD lettering

• Expressive clothing, expressing self/individually

• Clothing that has a storytelling

Dante

• Krumping(Street Dance Style)

• Start dancing from Mom

• Battles and teach

• Free movements to express his personality

• Prioritize comfort when buying cloth

• Favorite colors are black, red, gold

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

Nike SB Dunk

• Tradition

• Durable

Nike Free

• Flexible

• Breathability

• Majority of the people in North Hollywood have strong presence of hip-hop culture.

• Hip-hop dancers express individuality in one’s style through their apparel.

• To become popular, hip-hop dancers promotes themselves with social media.

• Hip-hop dancers have to train every day to improve their skills.

• Creativity makes individual hip-hop dancer unique to others.

• Hip-hop dancers have multiple shoes to accommodate flexibility, breathability, convenience and style.

Social Media

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

Individuality

Unique style differentiate between hip-hop dancers.

Indoor

North Hollywood hip-hop dancer practice in studio.

Lightweight

Make more dance move possible and effortless.

Flexibility

More fluid hip hop dance movements for dancers.

Breathability

Longer practice time without feeling exhausted.

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.

Color Proportion

High Contrast

Surface Change

Fence/Bars

PrimeKnit Upper

3D Printed Sole

RF Welding

1. Scan and analyze user's feet.

2. Pinpoint critical areas for support and protection.

3. 3D print inner support and protection.

4. 3D print outer support and protection.

5. PrimeKnit upper with support on critical area.

6. Unique details added for hip hop dancers.

7. Shoe is perfectly and uniquely made for each user.

8. Spot Outsole to provide traction for indoor floor