TYR FOOTWEAR CATEGORY DEVELOPMENT

Aligning the development of 19 new shoes over the course of 18 months, with a team of 3 designers.

Situation

•  Internal need to coordinate future developments into a cohesive portfolio of products.
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Role

•  Product strategy
•  Quality control
•  Art direction
•  PM support

Tools

•  Google Suite/ Sheets/ Docs
•  Adobe Illustrator
•  Adobe Photoshop

Timeline

•  18 months
•  6 Launches: July 2022- July 2024

Product Strategy:

OVERVIEW
This project exemplifies my ability to lead complex product programs by combining user-centered industrial design with deep operational analysis and strategic go-to-market planning. By driving iterative design development alongside a rigorous lead time study, I optimized production workflows to accelerate time-to-market without sacrificing quality. Coordinating cross-functional teams, I managed phased rollout plans that ensured alignment between design, manufacturing, and marketing functions. This flagship footwear initiative embodies my portfolio’s core strength: transforming design innovation into scalable, market-ready solutions through data-driven operational excellence.
THE ENVIRONMENT AND CUSTOMERS
Similar to the other competitive spaces TYR supports, like Iron Man, the cross-fit space is an energetic space full of people dedicated to improving their bodies and testing their current limits. Some of the typical users are minimalists, but many have a peacock flare to match the extraordinary results of their bodies. In kind, visually, footwear options tend to have a mix of basics, elevated basics, and wild options. Functionally, they need to handle extremes and rugged treatment.
THE MARKET AND TRENDS
In addition to the market research developed for the flagship CXT-1 shown in it's case study detailing the athleisure trend pointing to more comfortable and all-in-one options, customers also have been leaning into a desire for new and premium materials.
See here for CXT-1 case study
DIRECTION
Add footwear options that fill gaps in footwear style options and create a shoe that people want to wear inside and outside of the gym. 
TARGET USERS
6 different users:

PRODUCT PORTFOLIO  | 7 CATEGORIES, 19 SHOES
Trainer
  • The CXT-1 (2022), the flagship model, suits the all around cross-fit and gym goer with its balanced set of features.
  • The CXT-1 Turf (2023) and CXT-2 Turf (2024) enable CXT lovers to better tackle the outdoor turf environment.
  • The CXT-2 (2024) and CXT-2 Elite Carbon (2024) improves on breathability and structural support.
  • The Techknit RNR-1 (2023) captures less aggressive athletes and engages top athletes on leisure days, with the soft, supportive knit upper.
Lifter
  • The L-1 Lifter (2022) has a wider and more ergonomic platform to enable users to achieve deep, stable squats.
  • The L-2 Lifter (2024) and TYRForce Elite Carbon (2024) improve on structural stability with premium materials and finishes.
Runner
  • The R-1 Runner (2022) and RD-1X (2023) work for cross-fit athletes that prefer a more comfortable experience and supports existing TYR representing triathletes in swim gear.
  • The SR-1 Tempo (2023) provides a responsive sole for tempo training in a sleeker form than the R-1.
  • The Valkyrie Speedworks (2024) and Valkyrie Elite Carbon (2024) support top level marathon runners with highly responsive soles and breathable fabric.
Barefoot
  • The Drop Zero (2023) in lace, strap, and hi-top versions target customers wanting a barefoot experience, ideal for some weight lifting, and is supported by partnership with Squat University.
Court
  • The Court Trainer (2024) targeted the fast moving pickleball sector and other court training needs such as tennis with the grippy soles and supportive upper.
Lifestyle
  • The Delta (2024)

Strategic Alignment:

PRODUCT BRANDING
From the first shoe design, we evolve the line as needed by different shoes but keep certain motifs and personality elements:
  • Functional
  • Gritty
  • Touch of classic
  • Alterative
  • Repeat Patterning
  • "Lone Wolf" athlete
VISUAL ALIGNMENT
Working with the team of designers meant ensuring that logo positioning, sizing was consistent across the brand.  
TESTING
Frequent testing provided lots of feedback and data to make informed decisions and staggering the exposure based on the project stage allowed us to manage risk.  
APPROVAL AND HANDOFF
After approving designs and handing products off to the PM, I delivered technical copy for marketing to use on the web and reviewed their visual representations to ensure key features were accurately captured.  

Art Direction

SPECIAL ORDER - PARTNERSHIPS
As part of the bold market entry strategy, there were partnerships every few months with companies and individual athletes. This part of the process involved guiding clients through the material picking and trend pitches, then recommending a style that embodies what they were looking for. At the same time, the design needs to be sellable for TYR, so guiding the client towards designs that are also advantageous for TYR was paramount. This is also where development was really able to shine as I could experiment with color, material, and finish.

Photos by TYR