The North Face
Ultra TR III
Footwear Design
The ask was to reignite the brand's 'Ultra TR' series utilizing the line's geodesic upper support feature. As an avid runner myself, I considered this my passion project.
In addition to a comprehensive process working with my product management and development teams, I was also fortunate to have been able to collaborate with professional Ultrarunner, Tim Olson–one of the brand's most beloved athletes. Trading ideas and testing prototypes with him allowed us to validate features that would be race-ready and inspire the everyday runner.
Since its inception, the Ultra TR series has built up a solid reputation for the brand’s trail running footwear offering (hence, the Product Director’s decision to make a third run at it, pun intended). So, I had to ask a couple key questions.
Question #1: Why is the Ultra TR successful?
• Reflection of The North Face’s product reputation–pro-level performance
• ...but for the masses (i.e. price-sensitive)
Question #2: But what’s the hook this third time around?
• This is where Tim Olson comes in.
Tim Olson is one of the most beloved athletes of the running community who happened to be on The North Face’s team. Of all the team runners, he had the largest social media following. From his “Run Mindful” retreats to his back-to-back wins at the infamous Western States 100, he has definitively become an inspiration to the running masses.
Knowing this, it prompted me to access time with him on a personal level to see for myself why he connects with the running community so well from a performance and emotional standpoint. In the end, the Ultra TR III became like a signature shoe for him and therefore, legitimizing what the Ultra TR III should represent for the masses.
This will definitely be my 'go-to' shoe.
Tim Olson, The North Face Team Athlete
