WAR PIGGIES
Combat boots suck.
Maybe not at first, and definitely not when you're shucking ass across the rubble of the modern battlefield. But after 18 hours and 20 clicks under full combat load, your arches are flattened, your toes are hamburger, and your only thought is getting them off your feet.
So in 2016 I decided to do something about that. I created VIKTOS.
And more specifically I created the Ruck Recovery sandal.
The sandal used the same thermo-set foam architecture found in premium running recovery footwear—beefed up and visually reinterpreted for the tactical community.
And because the tactical industry, just like the moto industry, tends to take itself way too seriously, I launched it with the War Piggies campaign. Literally painting the piggies of war on my Developer's toes.
The product solved a real problem. The campaign made people pay attention.
Together they put VIKTOS on the map.
These principles have always been a core part of my design philosophy:
Build products for the reality around the mission, not just the mission itself. Look for places in the market where products don't exist. And never underestimate the value of humor in a very serious business.
Maybe not at first, and definitely not when you're shucking ass across the rubble of the modern battlefield. But after 18 hours and 20 clicks under full combat load, your arches are flattened, your toes are hamburger, and your only thought is getting them off your feet.
So in 2016 I decided to do something about that. I created VIKTOS.
And more specifically I created the Ruck Recovery sandal.
The sandal used the same thermo-set foam architecture found in premium running recovery footwear—beefed up and visually reinterpreted for the tactical community.
And because the tactical industry, just like the moto industry, tends to take itself way too seriously, I launched it with the War Piggies campaign. Literally painting the piggies of war on my Developer's toes.
The product solved a real problem. The campaign made people pay attention.
Together they put VIKTOS on the map.
These principles have always been a core part of my design philosophy:
Build products for the reality around the mission, not just the mission itself. Look for places in the market where products don't exist. And never underestimate the value of humor in a very serious business.
