Tina Hyunki Choi's purpose of this project was to revive the original intention of the Reebok’s iconic Fury design which was initially made for running, therefore, she wanted to refocus it for that purpose. Currently, the Reebok Fury series are worn as Lifestyle shoes. Her concept is meant to provide the consumer with secure comfort utilizing the pump bladder fit system. By hi-jacking Reebok's rich heritage Tina created the Fury Evolution. A futuristic and functional update to one of Reebok's most classic silhouettes.

I have a background in transportation design, so I highly value both the functionality and aesthetic of a product. I wanted to design something that served a purpose and pleased the eye. Reebok Fury was designed in 1992, yet it still looks very unique, futuristic, and stylish. When the Fury was first developed it was worn as a running shoe. However, now it is used almost exclusively as street-wear.
- Tina Hyunki Choi

The original Fury has a secure fit because of its’ pump bladder. Unfortunately, the pump bladder quarter panels make the shoe feel too tight. Many people struggle to get there foot in due to this issue. I tried many different solutions to fix this problem on my prototypes. I tried ski boot components, velcro closures, turn-lock systems, etc. I decided these closure systems could also make it difficult to put the shoe on. Finally, I found that gore (stretch band) made the best solution to this problem. I used it on each side of bladder and placed it on the heel. Now when a consumer puts a foot into the shoe it can stretch, creating more comfort and ease of use.

- Tina Hyunki Choi

First, I researched the Reebok Fury Design DNA, the consumers, and what problems arose from the design. Next, I found inspirational images related to my concept and decided the design direction I wanted to take. I then sketched my ideas onto paper edited them to become tighter and tighter. I picked my final design based off my sketches. I used illustrator to bring the pen sketches to a technical drawing. For the upper design I created a mood board which covered colors and materials.

- Tina Hyunki Choi

Fortunately, my project was well received by people. After I posted my work online the design was featured on Behance and Conceptkick. I also received many emails regarding this project. I learned a lot from designing this shoe. It is actually my first footwear design project and the first project I shared online. I was very flattered to get all the positive feedback. I hope that my work encourages and inspires others to trust themselves when they are working with something unfamiliar. Truly, with hard work, dedication, and time a designer can make anything happen.

- Tina Hyunki Choi

About Tina Hyunki Choi

Tina Hyunki Choi is an industrial designer currently working as a Running footwear design apprentice at Reebok. She's majoring in transportation design at Art Center College of Design. Tina was born in Korea and moved with her family to California in 2006. She was able to experience and see both very different worlds. Moving to America was both thrilling and nervous. She knew she'd need to adapt quickly to both the culture and the language. Adjusting to a new environment forced her to embrace change and become open minded. Tina love how in Art one interest can naturally evolve into another interest as long as there is a way to connect each art form and love how her major transportation design skill influences footwear design.

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