How was the 990V5 ‘Fast Lane’ created?
Simply, it was inspired by fun and family. The 990V5 ‘Fast Lane’ is the physical embodiment of a good time. The vibe of bowling is fun, competitive, silly, wholesome, high-stakes – it’s all around inclusive. Whether young or old, novice or professional, strangers or old friends, bowling brings you together. Nothing feels more at home than a bowling alley and my goal was to bring together these nostalgic opposites in a contemporary way. I gave the bowling shoe an elevated design of contrast colors and details so everyone can have a pair of the pastimes distinguishable shoe in their everyday life.
You can check out DTLR editorial for the entire story behind the design
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