formula," Law says. In the spirit of the natural
motion philosophy of the original FYW style,
in the $170 Crazy BYW launched this spring
the material is used in distinctive midsole
pods, a new application for the brand.
And that lifestyle-side innovation spilled
over. Law says that creating the Crazy BYW
inspired the team to consider making the
new Boost application into a game-ready
style. The result, the $200 BYW X, is affixed
with both the brand's Originals trefoil label
and performance Three Stripes mark and is
designed for on-court wear.
"The world of sport and lifestyle blur these
days. Everyone wants to look good doing
sports and we tackled BYW from both end,"
Law says. "Our design team lives in a con-
stant exchange of ideas with our basketball
design team, working closely together, and
we have a robust technology pipeline devel-
oped by the brand accessible for lifestyle
product design."
According to Law, that blend is some-
thing we should expect to see more of going
forward.
"Comfort blended with design aesthetics
is the winning factor for every lifestyle shoe
created," he says. "Technology is the sepa-
rating factor from all other fast-fashion or
trend-chasing brands." O
footwearinsight.com May/June 2018 ~ Footwear Insight • 17
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