Ashworth footwear was my first experience working with Adidas golf. The focus of the project was to design Ashworth's first golf shoe line. Ashworth is a coastal brand that wanted to maintain its so-cal lifestyle. The footwear silhouettes would express this culture. Ashworth design language emphasizes the leisure aspect of golf. However, performance is just as important and was incorportated in to the outsole and sections of the uppers. The technology in the one piece rubber cleat-outsole is very unique. The cleat design came from my experience with designed highly technical snowboard boots. The cleated mid-foot area is a result of Adidas engineering. These components combined, created an outsole that proved to be very competitive at the pro level for both Ashworth and Adidas. The outsole design currently has six tour wins and one US Open win.
Once I completed the Ashworth footwear designs, I was tasked to design the Ashworth trade show booth. The aesthetic was based on mid century modern architecture coastal materials as well as southern California lifestyle . Many details such as routed topography of famous golf courses were used as textures on the walls. Golf balls in acrylic cases were used as tables and golf club heads are used as hangers for clothing and footwear. Ultimately, many elements of the design language I created in the booth were used in Ashworth's global retail program.