INSIDE TEN X YOU’S PLAYBOOK
How global design philosophies came together to build an intuitive brand.
Most brands start with an idea. We began with a question.
How do you build an intuitive brand?
One that empathises with the customer, moves with them.
One that takes into account where you are in your journey, or rather, wherever you are in your journey.
When curiosity becomes craft.
Our partners working with some of the best brands in the world, came together with their design beliefs.
Dilan Goondaratne, the CEO and Founder of Inqube Global, put it simply-
“Everything meaningful requires passion”.
That passion took us across time zones – from our design partners at Studio Noyes in Portland, InQube’s textile labs in Sri Lanka, to expert footwear engineers at Footwear Studios in Berlin. Each location became a node in a network of experimentation.
Philipp Limbaurg, CEO and Co-Founder believes in pushing the boundaries and Samantha Noyes of Noyes Studio, added to it, saying a good design should also push the consumer a little bit, and not just meet them where they are.
From Berlin to Portland to Sri Lanka to India, we all chased one goal: make movement feel natural again.
Research is King
Real feet, real bodies, real life.
It was a no-brainer that we needed data, and some of that data perhaps didn’t exist.
That meant going out and talking to athletes in India.
Seeing how games are played both in the stadium and on the streets.
Accessing data from experts like CLRI who have studied over 100,000 feet to realise that Indian feet are naturally wider, with lower arches.
Partnering with Insite, one of the best insole makers in the world, who had accessed 100,000 healthy feet scans, to know how to best support our feet.
To use material science innovation and create apparel that understands and moves with you, irrespective of where you are in your journey.
Build. Test. Break. Repeat.
Across labs, design studios, over the course of 18 months, the process was the same – prototype, test, change, break if needed and rebuild. Fabric labs, fit tests, field runs, every failure became a breadcrumb to better design. And we realised that innovation isn’t a headline, it is a habit that needs to reflect in everything we do.
The Result: An Idea in motion.
Wider Lasts, to accommodate the natural spread of the foot.
Smarter seams and curves, to guide motion and not restrict it.
Deeper support, so that comfort conforms to you.
And stability like never before – so you don’t slip when you are at the crucial point in the game.
Through collective craft, with designers, scientists, engineers and Sachin Tendulkar at the Chief Innovation Officer, we ended up not with just products, but an ecosystem – where design, data and emotions move in sync.
Ten x You’s playbook isn’t a manual. It’s a mindset.
One that believes performance starts with empathy and ends in joy.
So that you #NeverStopPlaying.How global design philosophies came together to build an intuitive brand.
Most brands start with an idea. We began with a question.
How do you build an intuitive brand?
One that empathises with the customer, moves with them.
One that takes into account where you are in your journey, or rather, wherever you are in your journey.
When curiosity becomes craft.
Our partners working with some of the best brands in the world, came together with their design beliefs.
Dilan Goondaratne, the CEO and Founder of Inqube Global, put it simply-
“Everything meaningful requires passion”.
That passion took us across time zones – from our design partners at Studio Noyes in Portland, InQube’s textile labs in Sri Lanka, to expert footwear engineers at Footwear Studios in Berlin. Each location became a node in a network of experimentation.
Philipp Limbaurg, CEO and Co-Founder believes in pushing the boundaries and Samantha Noyes of Noyes Studio, added to it, saying a good design should also push the consumer a little bit, and not just meet them where they are.
From Berlin to Portland to Sri Lanka to India, we all chased one goal: make movement feel natural again.
Research is King
Real feet, real bodies, real life.
It was a no-brainer that we needed data, and some of that data perhaps didn’t exist.
That meant going out and talking to athletes in India.
Seeing how games are played both in the stadium and on the streets.
Accessing data from experts like CLRI who have studied over 100,000 feet to realise that Indian feet are naturally wider, with lower arches.
Partnering with Insite, one of the best insole makers in the world, who had accessed 100,000 healthy feet scans, to know how to best support our feet.
To use material science innovation and create apparel that understands and moves with you, irrespective of where you are in your journey.
Build. Test. Break. Repeat.
Across labs, design studios, over the course of 18 months, the process was the same – prototype, test, change, break if needed and rebuild. Fabric labs, fit tests, field runs, every failure became a breadcrumb to better design. And we realised that innovation isn’t a headline, it is a habit that needs to reflect in everything we do.
The Result: An Idea in motion.
Wider Lasts, to accommodate the natural spread of the foot.
Smarter seams and curves, to guide motion and not restrict it.
Deeper support, so that comfort conforms to you.
And stability like never before – so you don’t slip when you are at the crucial point in the game.
Through collective craft, with designers, scientists, engineers and Sachin Tendulkar at the Chief Innovation Officer, we ended up not with just products, but an ecosystem – where design, data and emotions move in sync.
Ten x You’s playbook isn’t a manual. It’s a mindset.
One that believes performance starts with empathy and ends in joy.
So that you #NeverStopPlaying.