ERX
Launched in 1988, the ERX was a shoe that embodied the toughness of late ’80s basketball. Equally balanced with bulk and tech, the bold basketball shoe featured Converse's Energy Wave technology which provided enhanced cushioning and sparked the Energy Return Multiplier (ERX) moniker. Three decades later, the sneaker that encapsulated tough hard-working wearers was back with the help of streetwear designer, Don C.
Our team was assigned to unfold the ERX story and bring it to life at the Converse SoHo flagship store. We pulled inspiration from the bold and unique footwear served as a platform for materiality throughout the space. Our team also broke down what iconography and materiality represented street basketball in New York—bridging the gap between the basketball court and the streets, through Don C’s vision.
Throughout the space we utilized corrugated metal, chain link, and neon signage to visually introduce the look-and-feel of urban-inspired spaces. We divided the space into two large chain link enclosures to break up the footwear packs Jewel vs Metal, just like two teams battling it out on the court. We’ve incorporated a variety of textural basketball graphics, court lines,
and material swatches found in the ERX footwear throughout the space. Additionally, the cages intersect, are angled, and nonparallel to the existing wooden framework, raising street culture awareness with disruption. Lastly, located at the center of our retail display, is an angled backboard pedestal with a concrete base that serves as a footwear display—maintaining the street culture language.