Altrarunning.com

For runners who enjoy hard-core trails and ultra-length races, Altra is a familiar, respected brand. However, outside of that small world, Altra has had to fight hard for consideration in traditional running and casual segments. In crafting a new digital platform for the brand, I had to stay loyal to the core audience while also using design cues and functional improvements to help new customers find the perfect shoe.

Users now crave reviews and interactive elements to demonstrate the fit, performance and styling of footwear. I focused on the product detail pages—integrating ambient video, reviews, updated mobile interactions and a simplified shopping cart experience. The visual design also shifted, expanding the color palette to adopt more modern hues and mixing in a little bit of texture and grunge to reflect Altra’s ultra and trail heritage. Worked with FiftyFilms in San Fransisco to capture the ambient video and animation overlays that would eventually be used on the site.