A team of ex-Nike designers created the ultimate sneaker for playtime
Super Heroic
Jason Mayden wants to make sure it doesn't die off for good. Mayden is the CEO of Super Heroic, a startup that aims to foster opportunities for kids to jump around, get dirty, and let their imaginations run wild. Its breakout unveiling: the TMBLR v1, a sneaker optimized for playtime.
"If you're a hardcore kid who wants to jump and climb and really feel like you're living inside a superhero training facility," Mayden told Business Insider, "this is the perfect shoe for you."
Mayden is a former designer in Nike's Innovation Kitchen. He's helped create cleats and sneakers for some of the biggest names in sports, including Derek Jeter and Michael Jordan.
As a kid, Mayden suffered from a blood infection known as septicemia, and a lengthy hospital stay caused his muscles to grow weak. But he still fondly recalls the time he spent with his dad on the streets of Chicago, hanging from light poles and making the world "open-air recess."
In light of the trend toward more passive forms of entertainment, Mayden said he felt compelled to bring his design background to the world of play. His solution is a "data-informed" sneaker that's made specifically for kids - not a scaled-down version of a shoe made for adults.
Super Heroic
The team also surveyed teachers and parents to learn what bothered them most about their kids' shoes. Laces, it turns out, create a lot of wasted time since kids often ask their teachers for help tying their shoes. So Mayden's team ditched the laces and made their shoe a slip-on.
The outer sole was modeled after mountain goat hooves, which have adapted over time to function on uneven surfaces like rock faces. Mayden's team had a similar eye toward traction when creating their sneaker, given kids' endless desire to climb and explore.
Super Heroic
Super Heroic bills itself as an entertainment company, which encompasses more than fashion and design. Mayden wants the company's products to inspire kids to entertain themselves with them. In addition to the shoe, Super Heroic has launched an app for parents that helps them find local parks, design pre-planned adventures, and read relevant news articles on childhood development.
Super Heroic
The company plans to release a v2 model of the shoe in 2019, with a range of different color options. Mayden credited his childhood hero - Lucius Fox, the man who designed all of Batman's tools and gadgets - as his greatest inspiration.
"I thought that I could be like Lucius Fox and design for athletes," he said, "but what if I could identify those heroes younger?"
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