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Store Brief:

To create a shop experience for halloween shoppers, creating exclusive product between HypEmart X Reebok. The products are to be inspired by horror themed movies, characters and ideology. 

 *Disclaimer; this project is not affiliated with any brands listed below*

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Consumer profile 1 - The hype beast /  'The collector'

Name: Walker Mclean

Gender: Male

Age: 20

Race: Mixed race

From: London Soho

About: Youtube social media influencer, likes to buy into “hype” product to show to audience on youtube and instagram. Everything is for insta and for likes, makes money out of brand deals and will show and display shopping experience if allowed. Will buy Gucci t-shirts, shorts and pants, Fear of God, Supreme, Palace, Nike, Adidas, Yeezy, Bape, and also wants to explore vintage.  Always on the look out for whatever the next trend is that is hard to get and costs money. Likes to shop in Selfridge streetwear section, wants anything exclusive. Life can appear ‘picture perfect’.

Why they come to the store: to buy and take part in pop up events - For the gram.

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Consumer profile 2 - The Creative Fashionista

Name: Leila Wilson

Gender: Female

Age: 29

Race: Asian

From: Manchester

About: Working in a 9-5 office job as a journalist, Leila likes to buy products which have a real concept story and are a little more creative than her office wardrobe. Has the disposable income to attend events, and buy into products but ultimately wants to have fun and experience life while curating a stylised look. Doesn’t buy based on brand but based on story and true connection with the product. Likes to create looks to express herself when outside of the office. Used to be apart of the skate scene so appreciates the history of footwear and apparel in this scene but now buys for enjoyment of product only. Will wear what she buys. Other brands this consumer buys varies as it is about creating a final look, not individual pieces. But invests in creative sneakers as a key part of her outfit.

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Taking inspiration from zombie movie culture, the design concept for the collaboration sneaker became a design inspired by survivors and zombies set in a zombie apocalypse. Taking inspiration for the survivors colourway from how footwear and materials in footwear age and change over time and how in an apocalypse setting the consumer would need to 'fix' and 'repair' their own footwear.

The zombie colourway is inspired by imagery, colour and changes noted in zombies from research in zombie theory and cult movies. Especially focussing on the layering of materials, much like the layering of rotting skin on a zombie.

Survivor footwear colourway;

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Staple gun repairs

Leather strap

Toe hole 

Tape to repair

Velcro strap

Shoe lace to 

tighten fit

Shoe lace to 

tighten fit

Shoe lace to 

tighten fit

Exposed hole

Face mask

Exposed velcro

Staple gun repairs

Strap with pocket

Shoe lace to 

tighten fit


back of foot

Plastic strap

Face mask

zombie hand, too much?

Tear in linning


Does this affect

the fit?

Tape over holes in footwear, could be branded?

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Woven pocket with day counter

Branded sticker

Hole in leather

re-inforced with orange


Brand coloured tape

for 'repairs' to sneaker

Exposed microfibre foam from under velcro strap

Leather which has been, distressed and

aged through UV and tanning treatment

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Woven velcro straps

- Top strap has detachable pocket

Blood splats to be added at in-store event on Halloween night when sneakers will be worn. 

The design for the survivor footwear took a lot of inspiration on how sneakers wear out over time and what household products can be used to 'repair' them. Looking at tape, staples, ropes (shoe laces?). It also took into account the sneaker may be 'altered' in a zombie apocalypse by a consumer to have pockets etc so that it could store items.

A lot of the design took shape by creating the footwear to appear already used, aged and damaged. Another key part of the design was to add markings for 'days survived' which look drawn onto the footwear.


Lastly ways to incorporate branding from the store needed to be taken into account. 

Zombie footwear colourway;

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Blood splats 

from event

Plastic back to match distressing

Colour change - from oxygen to look like flesh

Colour change - from oxygen to look like flesh

Embossed logo

Neogreen moulded shape


Blood spray only on upper

Looks more like spray from an event

Maybe a little less blood?

Vein pattern on neogreen

Blood heavier on outsole

Tear distressing finish on all leather and neogreen

Neogreen given treatment so colours change like flesh when exposed to different oxygen levels

Outsole to appear blood soaked?

Hidden colour change areas

Neogreen in one colour with no pattern

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Neogreen with dried

vein patterns 



Distressed leather

3D shapes formed

through Neogreen

Rubber (Recycled)

Rubber (Recycled)



Neogreen with texture of skin and colour change treatments

Neogreen with texture of skin and colour change treatments

Neogreen with texture of skin and colour change treatments

Plastic (Recycled)

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Above are event T-Shirt designs and how they could be styled with the footwear. The T-shirt is oversized so can be tied/cut into a crop or worn oversized depending on customers preferences.

T-Shirts are marked with the date of the Survivor Series event date as it is only available on this date.

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