DC SHOES NEW JACK

A performance-driven skate shoe with a clean, understated aesthetic—built for technical riding without looking the part. This project was heavily shaped by DC’s skate team, whose insights directly informed the design and functionality. Working closely with riders, project managers, and development, I helped create a highly technical shoe that balances performance with a simple, everyday aesthetic while maintaining an accessible price point. The project also resulted in a patented IMPACT-I outsole technology, reinforcing its performance foundation. It received a strong marketing push, with select team riders ultimately earning their own colorways.