Peilun Shan

The Problem

I have always been a fan of Audi’s design language, from their subtle, clean, geometric lines to their consistent heritage of shapes and brand identity. Unfortunately, the automaker has not experienced great success in the US, having lost money in the US market for years.

In just the last few years, Audi has injected overall sportiness to the exterior and interior styling of their cars, and has evolved their brand towards a more emotional direction. As a result, it is gaining market share and has earned the “most improved brand loyalty” award in its industry.

With its brand on the upswing, what else can Audi do to continue the growth?

Approach & Solution

Audi’s brand has proven its pillars of innovation, performance, and technology over the years. I believe by instilling the same brand values into an extended product category, Audi has the opportunity to move itself from an automaker to a lifestyle brand which will help them explore other markets in the future.

Successful lifestyle brands often include fashion and apparel companies such as Abercrombie & Fitch, Nike, Burton, and Victoria’s Secret. This is not surprising as consumers that have bonded with the philosophies of a brand are often willing express those same values through fashion. Audi has an opportunity to bring innovation, performance, and technology into the field of fashion, driven by its pursuit to enhance the driving experience in their cars.

For the touch points that matter most to a driving enthusiast (the steering wheel, shift pedals or gear stick, and foot pedals), Audi can explore creating the perfect driving shoe that provides great maneuverability during intense car drives, yet can easily transition to a driving range or a yacht. With those thoughts in mind, I created the Audi F4, an ultra-lightweight driving shoe with great breathability and grip to provide the perfect feel and comfort during drives and throughout the day.