Move: Technical barefoot trainer for performance and lifestyle
A functional training shoe that combines technical performance with minimalist design. Developed for barefoot runners who value function, form, and sustainable innovation.
The challenge: technology meets aesthetics
Barefoot shoes have long been considered technical and functional, but rarely aesthetically appealing. The task was to develop a training shoe that combines high performance with minimalist design while appealing to new target groups.
Strategic context
As Senior Footwear Designer, I was responsible for the strategic development of the Feelgrounds product range. Market and brand analysis painted a clear picture: the business model at the time focused heavily on existing customers. To generate growth, we needed to reactivate these customers while tapping into new target groups.
Competitive analysis revealed a positioning gap. Many barefoot shoe brands communicated primarily through technical features—orthopedic benefits, zero drop, wide toe box. The product was described functionally, but rarely presented as a lifestyle item.
Functional for training, wearable in everyday life
Reduced to the essentials—material, form, function
Positioning between performance and lifestyle
Competitor analysis and benchmarking for Move
Design process: From strategy to construction
Research and concept development
The design process began with a comprehensive analysis of the target group. Who trains with barefoot shoes? What are their requirements in terms of material, fit, and aesthetics? Through discussions with existing customers, expert interviews, product reviews, and market observation, a clear profile emerged.
Customers are conscious buyers. They value functional products with a clear attitude. They are looking for shoes that offer performance without being visually dominant. The shoe should work in the gym, but also be suitable for wearing in an urban context.
First skecthes of Move
Function as the foundation for design
Research showed that the shoe had to offer the freedom and barefoot feel familiar from other Feelgrounds models, but also ensure firm support and stability.
First sketches of Move sole construction
The decision to use a flexible 3D-knit upper made of Tencel with stabilizing and individually adjustable lacing was central to the overall design. This material offered several functional advantages: it is soft, breathable, and eliminated the need for a separate lining in the midfoot and forefoot areas. This not only reduced weight but also improved the breathability, sustainability, and cost-effectiveness of the product.
The technical challenge lay in striking the right balance: the material had to be flexible enough to allow natural foot movement, but offer enough structure to ensure stability. Working closely with the technical development agency in Taiwan, we developed a knit structure that offers different knitting patterns in different zones, and thus different levels of strength.
First renderings of Move construction and design
Adjustments to first samples
Technical design: Adaptive and minimalist
Adaptive lacing system
A key element of the design is the adaptive lacing system. It allows the wearer to individually adjust the fit in different zones – for a secure hold in the midfoot area without creating pressure on the instep. The system is intuitive and blends seamlessly into the minimalist aesthetic.
The challenge: How to integrate a flexible lacing system without compromising visual clarity? The solution lay in the design of the eyelet guide. Instead of classic eyelets, we developed loops that are integrated directly into the knit structure. The result is a clean, technical detail that combines function and form.
Adaptable lacing system and heel construction detail of Move
Heel construction without classic reinforcement
The heel often poses a challenge in barefoot shoes: how can stability be provided without restricting foot movement or creating uncomfortable pressure points? Classic training shoes use rigid heel caps. We developed an alternative approach for Move.
Through targeted shaping and a combination of inflexible heel material with the lacing system, support is provided through structure and strength, not rigidity. The heel encloses the foot, providing guidance but allowing natural movement. The technical feedback from the prototyping phases was clear: the design works.
No lining in the midfoot and forefoot areas for maximum comfort
Adaptive lacing system for individual fit adjustment
Structural heel construction without classic reinforcement
Barefoot sole with zero drop for natural biomechanics
Color trend research and analysis
First color designs for Move
Team and development process
The development of Move was a collaborative process spanning several countries and disciplines. The project was carried out in close cooperation with specialists in material development, technical design, and production.
The development cycles included several prototyping phases, material testing, and design adjustments. The geographical distance required clear communication and precise technical documentation. Each development step was systematically documented and coordinated with the team.
User experience: Feedback from users
The true test of a product takes place in everyday use. User feedback confirmed the design decisions, both functional and aesthetic.
The feedback shows a consistent pattern: the Move is not only appreciated for its technical function, but also for its design and versatility. Users wear it during training and in everyday life. The product fulfills the original design goal: technically sophisticated, visually accessible.
Move All White in action
Gum colored sole view of Horizon colorway
Move All Black
Move Gum Moss
The market launch of Move confirmed the strategic direction. The product established itself as a bestseller and contributed to the expansion of the target group.