This concept explores how On could evolve footwear for Generation Alpha, the first fully digital-native consumer group. Grounded in trend research, demographic analysis, and psychographic insights, the project identifies the cultural and aesthetic signals shaping how this generation will engage with performance products.

The design process emphasized color, material, and finish (CMF) strategy—using forecasting methods to translate emerging visual languages into a footwear concept that feels both aspirational and relevant to Gen Alpha’s values. Quick sketching and rapid prototyping tools supported the exploration, but the focus remained on building a strategic foundation for future product direction.