JAKARTA - The essence of every body movement in the dynamics of modern life has now shifted. Physical activity is no longer simply defined as a competition, extreme performance, or achievement of rigid targets. For urban people, every step has become a very intimate personal process, which is entirely driven by the rhythm, purpose, and comfort of each individual.
This shift in trends indicates that people are starting to view moving activities not as a competitive burden, but as a natural part of a healthy daily lifestyle. This phenomenon makes local footwear manufacturer, Ardiles, initiate a campaign titled "Move Your Way", which seeks to celebrate everyone's freedom to move in their own way.
"Movement is not always about being the fastest or the best. Most people move to achieve the best version of themselves. Everyone has their own journey, rhythm, and progress," said Ilham Rizaldi as Head Strategist Markom Performance Ardiles in his statement, Monday, May 25.
This natural movement philosophy is then translated into a large theme entitled Geonergy. A concept inspired by the stability of the movement of the elements of the universe - from the smallest atomic particles to the constant rotation of the earth. Through this foundation, the focus of product development is shifted to natural comfort to support people's daily routines.
In its implementation, this campaign covers two main lines that are tailored to consumer needs, namely the lifestyle and performance categories.
In the lifestyle line, the function of a pair of footwear has transformed into a representation of cultural identity and an expression space for the younger generation. This sector is no longer merely designing products, but also actively facilitating the social and cultural dynamics that are developing at the grassroots level.
"We are no longer just designing footwear, but also facilitating the lifestyle and movement of the younger generation," said Jonathan Purba, Head Strategist of Markom Lifestyle.
To support diverse expressions, the lifestyle category is presented in four specific design DNA. The variants include futuristic patterns with clear lines, the development of a retro classic silhouette, a tough variant for outdoor exploration needs, to the pocket-friendly daily footwear category as an option.
In order to maintain relevance in the midst of the dynamic fashion trend vortex, collaboration with local creative actors such as Norif Warisman and Naja Fatimah is also strengthened. Not stopping there, the community-based approach is also expanded by embracing the automotive community, to the women's community as a platform for authentic expression.
Meanwhile, to support movements that require special specifications, the sports performance line focuses on continuous research and development. Facing increasingly tight market competition, functional-based innovation is the key to ensuring that products can be trusted by consumers.
"Our goal is not only to make products that are relevant to the market, but products that are truly reliable in performance," added Ilham Rizaldi.
Technical innovations in this sports category are applied through several significant updates, including the launch of trail running shoes equipped with a special water drainage system to penetrate various heavy terrain.
In addition, there are also basketball shoes from the collaboration category of signature series which combines the technical specifications of the field with the aesthetic of expressive visual design. Meanwhile, for the high performance running shoes (supershoes) category, aesthetic refreshment is given through a new minimalist monochromatic color selection.
Technically, the comfort of a sports shoe depends heavily on the anatomy of the midsole cushioning as well as the selection of upper materials. Materials that have good air circulation and are lightweight are now the new standard that are most sought after.
"Good fitting is an important factor because comfort will have a chain effect on user performance. Therefore, the use of lightweight materials and good air circulation is our main concern," concluded Ilham.
Through the alignment between the functionality of technology and the community-based approach, the local fashion industry is expected to continue to respond to the real needs of the community in celebrating every step and movement of their personal.
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