A Footwear Product for Photographers: Conceptualizing. Marketing. Designing.

Creative adventurers are a modern artistic subculture defined by aesthetic individualism and rugged outdoor practicality. Contemporary photographers and videographers who live an active outdoor lifestyle place significant demands on their shoes and feet wherever they work. As a result of the increasing growth of photo based social media, part of producing creative content in this field involves artists interacting directly with their favorite brands through "product tagging" and other means of rapid networking. This energetic atmosphere of creativity and brand engagement presents a unique opportunity to introduce a footwear product specifically made for the brand-conscious visual artist. A collaborative shoe project between a major footwear brand such as Nike or Adidas and a major camera brand such as Canon or Sony is a unique and exciting way to meet the functional and aesthetic demands of this population.