The 005 didn’t start on a treadmill or in a design lab. It started in a routine. John’s life is centered around walks. Everyday starts and ends with a walk, taking meetings, visualizing his ideas, and planning and recapping the day.
Through his daily routine the 005 wasn’t just worn, it was designed in motion. He would take calls about new projects, production, or creative direction, while walking he would take mental notes on the next design, paying attention to each step how the cushioning felt, how it looks, and how it creases.
Unintentionally, he was refining the shoe, step by step though the same motion that defined his day. The calls, the walks, the rhythm all of it shaped the 005 into what is became a shoe built from real life motion.
That’s why the 005 isn’t a traditional runner. It looks like one, but it’s built for something more the everyday marathons we all live.
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