SJ Sneaker design - Lace up your steps

Craftsmanship Reborn: The Story Behind the Lace
For this sneaker campaign, I aimed to visualize craftsmanship as something reviving and welcoming to the public. My goal was to create a rebirth of artisanal craft, making it accessible and meaningful for everyone.
Lace serves as the main graphic element in both the shoe and the campaign. “Kantklossen,” an artisanal craft with origins in Flanders and connections to the Balkans, inspired the design. Traditionally, lace was used in meaningful events, such as wedding gifts to brides or as intricate table accessories in the Balkans. Through this sneaker, I wanted to bring craftsmanship back into the spotlight, reviving its essence and making it impactful for a modern audience.
This sneaker is more than just footwear, it’s artisanal, innovative, and purposeful.
Artisanal: It honors the delicate, handmade technique of lace-making.
Innovative: It transforms heritage into a bold, contemporary design.
Accessible: It’s created for everyone, connecting tradition to a broader audience.
Purposeful: Each pair symbolizes appreciation for handcrafted work and carries a story with every step.
Every step leaves a mark on the public, on designers, and, most importantly, as a personal statement. By wearing these sneakers, you showcase your values, appreciation for artistry, and your unique journey.
Every pair marks a path where craftsmanship and meaning meet.
Thread your own story. Lace up your steps.
#WhereCraftMeetsPurpose