{"id":17,"date":"2025-12-16T18:25:38","date_gmt":"2025-12-16T12:55:38","guid":{"rendered":"https:\/\/tenxyou.com\/blog\/?p=17"},"modified":"2026-03-19T13:13:15","modified_gmt":"2026-03-19T07:43:15","slug":"inside-ten-x-yous-playbook","status":"publish","type":"post","link":"https:\/\/tenxyou.com\/blogs\/inside-ten-x-yous-playbook\/","title":{"rendered":"INSIDE TEN X YOU\u2019S PLAYBOOK"},"content":{"rendered":"\n<p><strong>INSIDE TEN X YOU\u2019S PLAYBOOK<\/strong><\/p>\n\n\n\n<p><strong><em>How global design philosophies came together to build an intuitive brand.&nbsp;<\/em><\/strong><\/p>\n\n\n\n<p>Most brands start with an idea. We began with a question.<\/p>\n\n\n\n<p><strong><em>How do you build an intuitive brand?&nbsp;<\/em><\/strong><\/p>\n\n\n\n<p>One that empathises with the customer, moves with them.&nbsp;<\/p>\n\n\n\n<p>One that takes into account where you are in your journey, or rather, wherever you are in your journey.&nbsp;<\/p>\n\n\n\n<p><strong>When curiosity becomes craft.&nbsp;<\/strong><\/p>\n\n\n\n<p>Our partners working with some of the best brands in the world, came together with their design beliefs.<\/p>\n\n\n\n<p>Dilan Goondaratne, the CEO and Founder of Inqube Global, put it simply-&nbsp;<\/p>\n\n\n\n<p>\u201cEverything meaningful requires passion\u201d.<\/p>\n\n\n\n<p>That passion took us across time zones &#8211;&nbsp; from our design partners at Studio Noyes in Portland, InQube\u2019s textile labs in Sri Lanka, to expert footwear engineers at Footwear Studios in Berlin. Each location became a node in a network of experimentation.&nbsp;<\/p>\n\n\n\n<p>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.&nbsp;<\/p>\n\n\n\n<p><strong><em>From Berlin to Portland to Sri Lanka to India, we all&nbsp; chased one goal: make movement feel natural again.&nbsp;<\/em><\/strong><\/p>\n\n\n\n<p><strong>Research is King&nbsp;<\/strong><\/p>\n\n\n\n<p>Real feet, real bodies, real life.&nbsp;<\/p>\n\n\n\n<p>It was a no-brainer that we needed data, and some of that data perhaps didn\u2019t exist.&nbsp;<\/p>\n\n\n\n<p>That meant going out and talking to athletes in India.<\/p>\n\n\n\n<p>Seeing how games are played both in the stadium and on the streets.&nbsp;<\/p>\n\n\n\n<p>Accessing data from experts like CLRI who have studied over 100,000 feet to realise that Indian feet are naturally wider, with lower arches.&nbsp;<\/p>\n\n\n\n<p>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.&nbsp;<\/p>\n\n\n\n<p>To use material science innovation and&nbsp; create apparel that understands and moves with you, irrespective of where you are in your journey.&nbsp;<\/p>\n\n\n\n<p><strong>Build. Test. Break. Repeat.&nbsp;<\/strong><\/p>\n\n\n\n<p>Across labs, design studios, over the course of 18 months, the process was the same &#8211; prototype, test, change, break if needed and rebuild. Fabric labs, fit tests, field runs,&nbsp; every failure became a breadcrumb to better design. And we realised that innovation isn\u2019t a headline, it is a habit that needs to reflect in everything we do.&nbsp;<\/p>\n\n\n\n<p><strong>The Result: An Idea in motion.&nbsp;<\/strong><\/p>\n\n\n\n<p>Wider Lasts, to accommodate the natural spread of the foot.&nbsp;<\/p>\n\n\n\n<p>Smarter seams and curves, to guide motion and not restrict it.&nbsp;<\/p>\n\n\n\n<p>Deeper support, so that comfort conforms to you.&nbsp;<\/p>\n\n\n\n<p>And stability like never before &#8211; so you don\u2019t slip when you are at the crucial point in the game.<\/p>\n\n\n\n<p>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 &#8211; where design, data and emotions move in sync.&nbsp;<\/p>\n\n\n\n<p>Ten x You\u2019s playbook isn\u2019t a manual. It\u2019s a mindset.<\/p>\n\n\n\n<p>One that believes performance starts with empathy and ends in joy.<\/p>\n\n\n\n<p><strong>So that you #NeverStopPlaying.<\/strong><strong><em>How global design philosophies came together to build an intuitive brand.&nbsp;<\/em><\/strong><\/p>\n\n\n\n<p>Most brands start with an idea. We began with a question.<\/p>\n\n\n\n<p><strong><em>How do you build an intuitive brand?&nbsp;<\/em><\/strong><\/p>\n\n\n\n<p>One that empathises with the customer, moves with them.&nbsp;<\/p>\n\n\n\n<p>One that takes into account where you are in your journey, or rather, wherever you are in your journey.&nbsp;<\/p>\n\n\n\n<p><strong>When curiosity becomes craft.&nbsp;<\/strong><\/p>\n\n\n\n<p>Our partners working with some of the best brands in the world, came together with their design beliefs.<\/p>\n\n\n\n<p>Dilan Goondaratne, the CEO and Founder of Inqube Global, put it simply-&nbsp;<\/p>\n\n\n\n<p>\u201cEverything meaningful requires passion\u201d.<\/p>\n\n\n\n<p>That passion took us across time zones &#8211;&nbsp; from our design partners at Studio Noyes in Portland, InQube\u2019s textile labs in Sri Lanka, to expert footwear engineers at Footwear Studios in Berlin. Each location became a node in a network of experimentation.&nbsp;<\/p>\n\n\n\n<p>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.&nbsp;<\/p>\n\n\n\n<p><strong><em>From Berlin to Portland to Sri Lanka to India, we all&nbsp; chased one goal: make movement feel natural again.&nbsp;<\/em><\/strong><\/p>\n\n\n\n<p><strong>Research is King&nbsp;<\/strong><\/p>\n\n\n\n<p>Real feet, real bodies, real life.&nbsp;<\/p>\n\n\n\n<p>It was a no-brainer that we needed data, and some of that data perhaps didn\u2019t exist.&nbsp;<\/p>\n\n\n\n<p>That meant going out and talking to athletes in India.<\/p>\n\n\n\n<p>Seeing how games are played both in the stadium and on the streets.&nbsp;<\/p>\n\n\n\n<p>Accessing data from experts like CLRI who have studied over 100,000 feet to realise that Indian feet are naturally wider, with lower arches.&nbsp;<\/p>\n\n\n\n<p>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.&nbsp;<\/p>\n\n\n\n<p>To use material science innovation and&nbsp; create apparel that understands and moves with you, irrespective of where you are in your journey.&nbsp;<\/p>\n\n\n\n<p><strong>Build. Test. Break. Repeat.&nbsp;<\/strong><\/p>\n\n\n\n<p>Across labs, design studios, over the course of 18 months, the process was the same &#8211; prototype, test, change, break if needed and rebuild. Fabric labs, fit tests, field runs,&nbsp; every failure became a breadcrumb to better design. And we realised that innovation isn\u2019t a headline, it is a habit that needs to reflect in everything we do.&nbsp;<\/p>\n\n\n\n<p><strong>The Result: An Idea in motion.&nbsp;<\/strong><\/p>\n\n\n\n<p>Wider Lasts, to accommodate the natural spread of the foot.&nbsp;<\/p>\n\n\n\n<p>Smarter seams and curves, to guide motion and not restrict it.&nbsp;<\/p>\n\n\n\n<p>Deeper support, so that comfort conforms to you.&nbsp;<\/p>\n\n\n\n<p>And stability like never before &#8211; so you don\u2019t slip when you are at the crucial point in the game.<\/p>\n\n\n\n<p>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 &#8211; where design, data and emotions move in sync.&nbsp;<\/p>\n\n\n\n<p>Ten x You\u2019s playbook isn\u2019t a manual. It\u2019s a mindset.<\/p>\n\n\n\n<p>One that believes performance starts with empathy and ends in joy.<\/p>\n\n\n\n<p><strong>So that you #NeverStopPlaying.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"PLAYBOOK - The Anatomy of Design\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/DAP3b4nm1UA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>INSIDE TEN X YOU\u2019S PLAYBOOK How global design philosophies came together to build an intuitive brand.&nbsp; Most brands start with an idea. We began with a question. How do you build an intuitive brand?&nbsp; One that empathises with the customer, moves with them.&nbsp; One that takes into account where you are in your journey, or [&hellip;]<\/p>\n","protected":false},"author":273095180,"featured_media":433,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-container-style":"default","site-container-layout":"default","site-sidebar-layout":"default","disable-article-header":"default","disable-site-header":"default","disable-site-footer":"default","disable-content-area-spacing":"default","footnotes":""},"categories":[1379],"tags":[],"class_list":["post-17","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-playbook"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>INSIDE TEN X YOU\u2019S PLAYBOOK - Ten x You<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenxyou.com\/blogs\/inside-ten-x-yous-playbook\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"INSIDE TEN X YOU\u2019S PLAYBOOK\" \/>\n<meta property=\"og:description\" content=\"INSIDE TEN X YOU\u2019S PLAYBOOK How global design philosophies came together to build an intuitive brand.&nbsp; Most brands start with an idea. 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