A brand boost to push into new markets.
ULU | Winter Collection | Brand Boost | Eye-Candy
A heritage brand was illuminated at ISPO Winter 2024 with highlight hero products which boost their progression towards being active in the snow – including a push into trail running.
| SERVICES | Apparel & Footwear Design Brand Communication |
KISKA’s apparel and footwear teams ideated a capsule collection focused on moving in cold conditions for heritage brand ULU. This is a brand committed to pushing the boundaries of performance in extreme winter conditions. Whether the wearer is walking in icy conditions or trail running in winter, ULU’s products merge survival innovations and high fashion.
We emphasised and boosted the ULU brand by creating hero products which embody their brand goal: better mobility in the snow. Combining traditional culture and cutting-edge technology, their latest winter collection invites committed runners to extend their training season into the coldest months.
Alongside the KISKA Shanghai team, we created strong design stories around each product, from base layers to puffer jackets. We wanted to gently embody the brand’s roots while evolving it for the modern audience. So, our designs feature direct inspiration from nature and circumpolar communities – like references to whalebone tents in the ‘cage’ design on the shoes.
In addition to design, ULU had a very ambitious timeline – aiming to release their new products at ISPO Winter 2024. This was their ideal launchpad into the European market, providing close touchpoints with retailers and marketing opportunities. Therefore, the KISKA team needed to work efficiently with ULU to ensure everything went to plan. And it worked!
“We believe great products come from a deep understanding of the user, their needs, and the situations they’ll be using the product in. That’s what drew us to KISKA. They have a top-notch design team, and just as importantly, they’re passionate about sports themselves. Their design philosophy prioritizes functionality with a distinctly European aesthetic. It’s exactly the approach you’d expect from a brand serious about serving athletes.”
– Maximus Lu, ULU General Manager
The Amak is a feature piece from the collection. A winter trail running shoe which bridges the gap between standard running shoes and protective winter boots. This design won the ISPO Award 2024 for excellent design and ability to thrive in harsh conditions.
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