80 Shoe Designer Lu Daning: Injecting Spirit Into Shoes

A lot of sports shoes fans will queue up all night to buy limited edition sports shoes. They will be excited by the latest sports shoes, and will be disappointed to buy some sports shoes.

However, few people will pay attention to the designers behind a pair of sneakers. They can build up a design chart after countless sleepless nights.

They are sports shoes designers, but also crazy fans for sports shoes.

Lu Daning, the designer of PEAK sports shoes, loves the doodling and loves sports shoes.

Now let's get closer to him and understand the work of a sports shoe designer.

What is TA doing?

Complete the design plan of about 100 shoes per quarter.

Lu Daning graduated from Beijing Institute Of Fashion Technology. The clothing design specialty of this school is well known throughout the country. The Shenzhou seven spacesuit and the design of the Beijing Olympic Games and the Asian Games awarding ceremonial costumes were completed by the school.

Lu Daning graduated from the public art major - a professional specializing in pure art.

Lu Daning, who studied art from an early age, had previously dreamed of applying for the Central Academy of fine arts, but failed to get his wish and entered Beijing Institute Of Fashion Technology in a wrong way.

During his college years, he formed a graffiti team with his friends. He was a little famous. They often organized some activities.

When graduation is about to graduate, Nike recruits new shoe designer. Because of the graffiti reputation, headhunters find them to join this customized project.

Lu Daning began to think that he was designing shoes, but when he joined the company successfully, he found that there was not much difference from ordinary salesmen. The company provided customized shoes for businesses, and shoes had been designed in a way that was simply helping customers make simple color matching work in computers, so he resigned after a year.

In 2010, Lu Daning introduced the design designer of PEAK company under the introduction of his friends, simply speaking, he designed the plane patterns on shoes and clothing.

The design of PEAK sports shoes is divided into three major departments, including basketball shoes design department, professional sports shoes design department and sports shoes design department, among which professional sports shoes design can be subdivided into running shoes, outdoor shoes, tennis shoes and training shoes according to their functional properties.

A year later, Lu Daning pferred to the design department of sports shoes, because of the previous year, he had a detailed understanding of the work of shoe design, and got up very quickly.

Lu Daning's desk is full of shoes, shoe last, soles and shoe material.

His job is to sketch sketches first and use computer graphics software to make drawings.

In order to more directly understand the needs of consumers, he will regularly visit the market, understand the sales situation of stores, and understand the situation of other brands listed in the same period.

The company takes a quarter as a node, and launches new shoes every quarter. The general process is that the designer makes a general plan for a quarter or so in a year or so. After that, the design of the 100 styles will be completed in each quarter. The company will convene the sales, marketing, research and development departments to decide whether to adopt it or not. Then the factory development department will be responsible for proofing, and the company will call the distributors to open the order, and the factory will produce the products according to the order situation, and finally the shoes will be listed in the main stores.

The company will arrange the design category according to the expertise and ability of each designer. At the very beginning, the leader will assign someone to design what kind of shoes, but with the long-term work running in, we have formed a tacit understanding.

What conditions do you need to do this job?

It is better to receive systematic design education.

Lu Daning said, "engaging in sports shoes design industry, first of all, we must have a heart that loves sports shoes. Only when we love shoes can we have the power to study the design of shoes, inject spirit into shoes, and implant a Pentium heart."

Most of his colleagues are fond of collecting sports shoes and fans of sports shoes culture.

They are even queuing up to buy Limited sales of sports shoes, and if they meet their favorite shoes, they will pay more money.

Secondly, it is better to learn art, receive systematic design education, and learn more about industrial design.

Third, we need to have a strong ability to innovate, because the designer of sports shoes is a constantly innovating profession. What they are doing is the product that will appear in the market in the coming year.

Lu Daning's leaders often warned him, "as a designer of sports footwear products, we need to understand that we are first of all a consumer, and then we are engaged in the professional nature of footwear design.

The first thing we do is to design a product, and we can only make a good product adapting to the market from the perspective of consumers.

This has also become the purpose of Lu Daning's design of sports shoes.

Ask quickly.

I will collect my own sports shoes.

Reporter: so far, can you roughly figure out how many designs you have painted?

Lu Daning: This is impossible to verify. In the early stage of design, we should draw lots of sketches and screen out suitable designs.

I believe every designer engaged in design is like this.

Reporter: is it a great pressure to be a designer?

What happens when inspiration is exhausted?

Lu Daning: the pressure is not small. Product innovation is part of it, and there is pressure from the market. It is not easy to find the conjunction between design and market.

Inspiration does not come, it needs a lot of data to prepare and research.

There is always a solution, and more importantly, we are a team. The energy of "three cobbler" still can not be underestimated.

Reporter: what is the prospect of designer shoes?

Lu Daning: in recent years, the whole sports industry is not very prosperous, but after a round of fighting, the industry will become more mature and have a bright future.

Interviewer: how to choose a pair of sports shoes suitable for you?

Lu Daning: for ordinary consumers, it is necessary to choose the right shoes according to the sports they are engaged in. The function of each sport shoe is different. Naturally, there are different shopping methods. There is no way to start speaking here, but the basic attributes of shoes are protection, comfort and appearance.

Choose shoes that suit you from these points. Pay attention to buying shoes and try them on.

Reporter: do you specifically buy your own sneakers for collection?

Lu Daning: you will be very excited to see your shoes designed, and some will buy them for collection.

Reporter: what footwear designers do you admire?

Lu Daning: NIKE legendary designer TinkerHatfield is the idol of every shoe designer, just like Jordan's status as a basketball lover.